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Blog

Apple's amazing secrecy

27-01-2010

by Ralph Averbuch

The most astonishing aspect of Apple's product launch is how it managed to keep it under wraps.

The official name of the device is the iPad and Apple iPad with the following specs; 0.5
The official name of the device is the iPad with the following specs; 0.5" thick, 0.7kilos, 9.7" multitouch display, 1GHz Apple A4 chip, between 16GB and 64GB flash memory.
Apple was impressive in managing to keep a tight lid on any leaks before the big product announcement. And that, perhaps, is why it is so effective at managing the media. By the time the launch event actually came around rumour was so rife that it was impossible to glean what was potential fact from the many fictions that the digerati were disseminating via blogs, Twitter and discussion fora. In this day and age, to be able to so tightly manage what does and does not get out is nothing short of amazing. The default position for most organisations now seems to be that leaks are impossible to prevent. But not if you're Apple. Of course, enthusiastic Apple supporters couldn't get enough of the buzz around, what we now know to be called the iPad. And that fervour led to loads of misleading conjecture and hyperbole. In the event, whether it was right or wrong was immaterial. It all led to loads of column inches, Tv coverage, blogs and tweets for Apple. A veritable plethora of freebie PR for the company. It all just goes to show that sometimes saying less gets you an awful lot more. Meanwhile, now the facts are in the public domain, there's little doubt that Apple aims to do for tablet computing (and remember that a number of companies have tried and failed) what the iPhone did for mobile and utterly change consumer expectations. In recent years Apple has achieved what few would have predicted. It reinvented itself for the 21st century as a mobile technology leader entering into what was considered a mature market and casting a long shadow over the competition. Can Apple repeat the trick in a mobile PC category that's suffered a number of false starts already? Apple's a horse you'd want to back.

 

 

 

Comments

Apple's amazing secrecy

So it seems the claims by Jason Calacanis were just too good to be true. According o Bobbie Johnson writing for the Guardian and at the launch event, the device is 0.5 inches thick, weighs 0.7kilos, 9.7 inch multitouch display, 1GHz Apple A4 chip (built in house) and anywhere between 16GB and 64GB of flash memory. http://bit.ly/axVAnQ

by Ralph Averbuch on 27 January 2010 at 19:35

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