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Apple’s reputation for secrecy has suffered a double blow – and it’s a problem
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OPINION: The Apple MacBook Pro andMac Minileaks were rarer than rocking horse poop. A coincidence or a sign that Apple’s culture of secrecy is slipping? Either way, it’s an issue Apple must address.
The culture of secrecy is part of Apple’s allure. It’s one reasons there’s so much pre-release speculation. You hardly ever see leaked renders, marketing materials, spec-sheets, retail listings, or hands-on videos. These are ten a penny, it seems, during the run up to every major Google and Samsung launch.
And it matters. It’s one of the reasons Apple launch events are still the biggest events on the tech calendar, demanding huge anticipation and viewership numbers.
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However, Apple’s reputation for keeping its new product announcements mum has taken a rare battering this month, and it could be a worrisome sign for the company. Two new Macs have entered public domain before the company officially presented them to the world, making it the leakiest Apple launch window we can ever remember.
Earlier in November, Russian YouTubers posted unboxing videos purportedly showed off a new MacBook Pro model with the M4 series of chips. Apple is yet to reveal that model, but is widely expected to do so later in this week of Mac-related announcements.
If this is legitimate, this is an unprecedented breach at Apple. The backstory here will be fascinating.https://t.co/N0QSdGl430
The well-connected Apple reporter – a constant source of accurate information through good old fashioned journalism and cultivating of sources – called the leak an “unprecedented breach”.
He quipped: “The only explanation is that Apple hired the Google Pixel guys to hold onto the new MacBook Pros until announcement.”
Funny, but also startling. Whoever was charged with hanging on to the MacBook Pro M4 stash in Russia before it went on sale messed up, either accidentally or deliberately.
Then, on Monday night, less-than 24 hours before today’s official confirmation of the new Mac mini M4, a reference to the unannounced productappeared on the Amazon product listingfor the new iMac M4.
That not only gave away the game for the new Mac mini M4, but also confirmed the existence of theM4 Prochip variant and a Mac mini model carrying that scaled-up version of Apple Silicon.
That one’s suggests some wires have been crossed about the reveal dates and, when there are aweek of announcements being planned, I suppose that can happen. Whether Amazon or Apple messed up here, isn’t known and it probably doesn’t matter either. The point is, it happened.
You can argue in both cases these leaks are out of Apple’s control, they’ve entrusted the information to third-parties, who’ve messed up or done them dirty.
[UPDATE:After publishing this piece I noticed a third leak! Apple published a graphic for the unannounced M4 Max chip that may make its debut alongside the MacBook Pro launch tipped for later this week and leaked by the sneaky Russians.]
However, given how rare these leaks tend to be, multiple leaks in one product cycle suggests standards may be starting to slip.
Traditionally, Apple has the tightest and most punitive non-disclosure agreement when it comes to both its retail partners and component suppliers. Apple’s standing and sway within the tech industry means these confidentiality agreements are broken at the peril of any offending parties.
Internally, it has been reported, that employees are strictly forbidden from discussing the projects they’re working on with other members of their teams. Prototypes devices are kept in max security prison-like conditions. This stuff just doesn’t get out into the wild.
Also, in my 15 years+ years of in this business, media briefings far in advance of forthcoming announcements just don’t happen. And if they does, it’s all kept very, very quiet.
I wouldn’t be surprised at all if CEO Tim Cook has taken a very dim view on this and that new protocols can will be put in place to ensure these leaks are a one off. If this basic tenet of the modern Apple culture has slipped even slightly, Cook will seek to right the ship as quickly as possible.
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Chris Smith is a freelance technology journalist for a host of UK tech publications, including Trusted Reviews. He’s based in South Florida, USA. …
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Why trust our journalism?
Founded in 2003, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.
Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.
Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.
We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.
