Why Apple likes to keep so many secrets

“Apple is a notoriously secretive company, choosing to keep things under wraps until it has a product ready for market, as opposed to the likes of Google and Amazon, which fire out regular press releases highlighting what the company is working on,” Adrian Kingsley-Hughes writes for ZDNet.

We don’t want to tell the world what we want to solve, what we’re trying to solve. Why? Because we haven’t solved it. Other than trying to make ourselves look cool or good, what’s the purpose of that? I don’t understand that part of it. So, yeah, there are a bunch of things we’re working on that we’d like to solve–some we’ve been working on for years and we haven’t solved, for that matter. I don’t feel like we should be tooting our own horns that we’re trying to solve that problem, when we haven’t really solved it. — Apple’s Senior Vice President Internet Software and Services, Eddy Cue

“This makes sense. After all, look how Google fell on its face when the Glass project imploded, or how Amazon keeps endlessly talking about drone delivery and yet all my Amazon packages are still delivered in the same way they were a decade ago,” Kingsley-Hughes writes. “So, what’s Apple keeping under wraps? Well, if we knew that it wouldn’t be a secret would it? But unless it’s burning R&D money in a pyre, it has a lot it’s keeping under wraps… R&D spending is through the roof.”

Read more, and see the chart of Apple’s R&D spending, in the full article here.

MacDailyNews Take: Enough with the calm, bring on the storm!

Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it. — Steve Jobs

A radically different Apple looms; R&D reveals the company’s largest pivot yet is coming – May 11, 2016
Apple’s massive R&D expenditure indicates myriad projects in the pipeline – April 27, 2016
Apple gets much more bang for its R&D buck than Google and other tech companies – November 30, 2015
Massive R&D increase suggests Apple is working on something huge – May 4, 2015


  1. This was true when Jobs was at the Helm, but with Cook, everybody knows everything prior to the launch through ‘strategic’ leaks. Shame, I used to like getting surprised, seems impossible with the Apple of today.

  2. This actually brings me around a bit with what Apple has been doing. Apple definitely has a unique culture about them and I believe them. They want to make products that solve problems. Unlike Google et al who are making widgets just because they can. A self driving car solves a huge problem. It will come out when it is ready. Some feel Apple is behind because tesla has some of these capabilities ahead of Apple. When in fact the Tesla driving assist really hasn’t solved any problems. It could be argued it has created more problems. Right now the Tesla is not mature enough to be a self-driving car. The other big project we know Apple is working on is Healthcare. The rumors have been limited on this topic but I believe it goes well beyond the Apple Watch telling you your heartrate. If they can pack a blood glucose monitor into the Apple Watch that would be a real revolution in healthcare.

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