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In a company like Apple which has a careful crafted brand image and huge marketing clout, I the leak might not be unintentional. The thing is, speculation will
by TrevorJ 17y ago
In a company like Apple which has a careful crafted brand image and huge marketing clout, I the leak might not be unintentional.
The thing is, speculation will happen, so it makes sense to manage it by controlling the most credible speculation (thereby ruling out the more wildly speculative stuff that could reflect negatively).
If it is released as a leak then Apple has no obligation to live into it if things change, but they get to co-opt the chatter so it's the best of both worlds.
-edit- grammar.
- TomOfTTB 17y agoThat's always been one of the most ironic things about Apple. They go after leaks without mercy but they clearly leak information themselves when it suits them. The best example of this I can remember is the leak that Apple would be using Intel processors. Word got leaked the Friday before Jobs' Monday keynote and it almost certainly came from Apple. It's a very basic PR strategy: leak shocking news up front so people get the shock and anger out of their system and are then somewhat open minded when you make the announcement.