Apple legendary secrecy is part of its DNA. Secrecy is one of the things Apple aim in order to create big splash events like the original iPhone product launch in 2007. Fast forward in 2012 and the current state of affair regarding the secrecy around the rumoured launch of the next generation of iPhone is becoming ridiculous. Now everybody seems to know that September, 12th, 2012 will be the next Apple event announcing not only the iPhone 5 but also the iPad mini and new iPods. I can’t refrain myself to remember Tim Cook’s phrase:
We will double down on secrecy on products.
Why do I find Tim Cook words seems like he is trying to convince himself more than convey a message?