Bucket Full of Holes
posted on june 20, 2003, tag: tech
Or at least that's what Apple seems to be. I've been part of the ever growing community of Apple users for almost a year now, and in that time I have become just as excited by rumor sites and possible new software and hardware releases as the next geek. Hell, I went and saw the iPod keynote a month ago, and I plan to go to the SoHo store next week* to see the WWDC keynote in which Steve Jobs will most likely reveal the new G5.
How do I know? Well, Apple told everyone. It seems to be a problem the last few months... Apple, an inherently secrets-based company that thrives on anticipation and major releases, has been 'accidentally' leaking things like crazy. There were the countless builds of Safari, the drawing of the new iPod, and then yesterday they actually posted the specs of this new secret machine on their website [see image]. Don't get me wrong—it sounds fantastic—but can't Apple keep anything secret these days?
I guess the problem is just that keeping secrets in this kind of business is like begging for someone to break into your house. How can you make sure the people who work for you—who are as excited by the new developments as the community is—don't slip news out early? You can't. It's fun to watch from the sidelines, but I'm actually sort of disappointed by this G5 slip-up. I would have rather heard about it for the first time in the keynote.
* Most Apple stores will be showing the WWDC keynote. In NYC, the SoHo store will be playing it in the theatre at 1:00PM (10:00AM PST). Also, if you're nowhere near an Apple store, you can watch the keynote after it is complete on Apple's website by clicking here.
Comments
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Shawn on 06/20/2003:
What's the big deal if something leaks? Why would that dissappoint you? What does keeping the G5 a secret mean to Apple's integrity as a company?
And none of these leaks are really Apple's fault. They're the fault of the rabid Mac fans (a small but persistent minority). The G5 specs were up for what? A total of one whole minute? And bam, it's all over the web. The Safari leaks were leaked by those Apple trusted with Betas, not Apple. Granted, Apple creates these rabid fans with their high secrecy which generates huge anticipation. These leaks are good, it difuses the rumor frenzy a bit. By the time an announcement comes the hardcore fans are pissed because those rumors about the G5 being able to cook you breakfast while giving you head weren't true.
Problem being they can't end the secrecy because it's important to guard their innovation from the competition. So they're stuck with ravenous drooling fanatics that are perpetually pissed off.