The M1 chip is a pretty innovative piece of Apple tech. Either way, their secrecy is also part publicity I guess. Also, innovation doesn't sell as well as imag

The M1 chip is a pretty innovative piece of Apple tech. Either way, their secrecy is also part publicity I guess. Also, innovation doesn't sell as well as image does. So maybe Apple is mostly concerned with competitors releasing a new phone that looks a lot like an upcoming iPhone or something. Imagine what it would do to a release if Samsung had just released a phone that looked 90% the same. I do realise most phones look alike, so the 90% is mean more as 90% of the stuff that does differ between phones nowadays, because overall phones are basically flat, black and have camera's on the back.