While Apple’s secrecy and fancy reveals under Steve Jobs were masterful efforts that resulted in millions of “free” marketing dollars, I’m hard-pressed to say that Apple’s current situation, where rumor and scrutiny are maximized, is any less effective.
Now, hardcore Apple watchers can feast on a steady serving of rumors and leaked supply chain photos. Come announcement day, Tim Cook and crew don’t have much to really surprise anyone anymore — at least on the outside, the products that require frames and cases. If Apple can get off a great new surprise, it’s usually well before the product reaches a shipping date. Case in point? The sexy black Mac Pro that was announced midway through the year, which will finally start shipping in December. It was a surprise, but now we have to wait for it.
Still, even waiting for the product gives the Apple-focused world a chance to scrutinize the thing again and again, a side effect that results in effective awareness.
Check out my full column on the topic at MacNewsWorld.com.
