Stealthy goings on at Apple… « The BEST Apple Hardware and Software Reviews

Written By Ben Gribbin January 6th, 2010

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Ever noticed how, before every product launch, something always leaks?

Take for example, the iPod touch last year. Pictures began to circulate the web, some ‘chinese case manufacturers’ even began producing cases for iPod nanos and touches with cameras. Before the new iMacs, before the iPhone and before every major Apple product – it seems that someone is always able to get insider knowledge. But how can that be?

It would seem logical, that such a huge, well-funded and respected company as Apple would be able to keep products under wraps, top secret from the outside world. They could build a research-lab into the side of a mountain if they really wanted. That is, if they really wanted products to be top secret!

We’ve seen tablet rumors rampant and recently the rumors have become more and more prolific. That’s bizarre, because there are also rumors of an upcoming event partnering the explosion of ‘new’ iSlate murmurings. News sites always credit “an unidentified source” an insider at Apple. But that person never seems to get caught. And some claim that person works in PR….

The irony is, that a former marketing manager has revealed this secret marketing-ploy.

John Martellaro of The Mac Observer suggested that Apple may have hooked the Wall Street Journal up with info about the tablet. This follows Wall Street Journal reporting that the tablet would indeed release a tablet this month and would be shipping later this year in March.

Martellaro, said the report “had all the earmarks of a controlled leak.” As a former senior marketing manager at Apple, he said he was told to leak information in the past.

How does he know this? Because he was Mr X. The Former Marketing manager….

Martellaro tells how a high up exec would ask him to release specific information to a trusted contact within a major media company. He was asked to mention in passing information during a phone call, then saying that publishing the info would be “nice.” He also said he was instructed never to carry this propaganda work out via email. This is because he was told if there was ever a dispute as to what was said, there could be no tangible proof. Martellaro was working like a spy. Slipping in the shadows, never leaving a paper trail or bread crumb. Apparently, this would allow both sides to deny such a thing ever happened, protecting both sides.

Timing of such a release would be crucial. Too early and it would be deemed as though a direct attempt to manipulated stocks. And it would be sent lower down the WSJ chain than the likes of Walt Mossberg to avoid him having any possible involvement.

But why would they want to do this? Martellaro lists several reasons:

• to light a fire under a recalcitrant partner
• to float the idea of the US$1,000 price point and gauge reaction
• to panic/confuse a potential competitor about whom Apple had some knowledge
• to whet analyst and observer expectations to make sure the right kind and number of people show up at the (presumed) January 26 event. Apple hates empty seats and demands SRO at these events

This is all hush-hush, like some spy-ring. Apple infamously keep a tight grip on it’s public image. This would make a lot of sense if it were true. The ultimate way to remain in control. That may also explain why quite often, a ‘rumor’ about a new Apple product turns out to be correct.

Remember Kevin Rose on Diggination revealing how the iPhone copy and paste functionality would work, before 3.0 was released? How could you explain that I wonder?

Let’s wait and see. We’ll know if Apple confirm the January 26th event and then release a tablet. But it does make the mind wonder as to how much they are playing the game.

Could Apple even be releasing false information? Now, why would they do that? To purposely throw rivals off the scent. If Google and Microsoft are as far ahead with their tablets they would for sure have at least heard the Apple rumors. It could lead them to say “oooo, it’s only got a 10inch screen, we’ll make ours 12.” or something similar.

Apple might have created another iPhone. But if rivals are closer to the target this time, having less of a deficit, it might be beneficial for them to be influenced by what they think Apple are working on.

Still, it’s only a theory. And if anyone asks who told you, tell them it was Agent Unibody…..

Photo from Flickr