Apple ’s merchandising department know the king of surprisal , and the company ’s privacy is the stuff of legend . But there ’s also a lot to be said for gossip . As Oscar Wilde almost tell , the only thing unfit than multitude leak data about your upcoming product launch is peoplenotleaking information about your upcoming mathematical product launching .
I do n’t bribe the cabal theory that companies like Apple and Samsung leak their own clobber in lodge to get people talking , but I ’m sure they enjoy the healthy promotional material of a few rumors . If pundit and influencers are tweeting excitedly about the ins and outs of your next headphone , that ’s good Puerto Rico you do n’t demand to pay for . It ’s ripe to be part of the conversation .
Hype is a touchy flower , though , and it can be killed by too much water just as much as by not enough . ( In this metaphor water represents online rumors . ) A couple of enigmatic hints about theMacBook Air ’s new designwhets the appetite and have the mouth water ; wall - to - wall reports about which auto manufacturerwillpartnerwithApplefor Project Titan toss off the appetence and produces mild sickness . ( In this metaphor sickness represents an involuntariness to chatter on rumor articles . )
When the iPhone SE 3 launches next month it won’t be a surprise to anyone.
IDG
Rumors work well with products with a unforesightful and relatively predictable development cycle : the iPhone , for example . We do n’t need rumour to know roughly when the next flagship iPhone will come out , so around the turn of the year things ramp up bit by bit to a crescendo in the autumn . It ’s incisively how the Cupertino merchandising section would arrange thing given the choice … and maybe that cabal hypothesis has something to it .
But for long growth cycles , rumors are counterproductive to client interest . Only this week , for example , we heard that the long - awaitedfoldable iPhonehas been pushed back to 2025 or afterward , and while Apple sites dutifully account the news – we must all take our percentage of duty here – I ’m convinced that proofreader do n’t care , and will like even less when and if the gimmick eventually come out . ( On this site we go on the slant that Apple is working on afoldable MacBook , which is at least a novel idea . )
When the iPhone SE 3 launches next month it won’t be a surprise to anyone.
This newsman ca n’t be the only one perfectly bored by the Apple Car saga . Or by Apple ’s AR glasses , which never seem to get any closelipped . After a certain point , you flip off , and assign it to the category “ Do n’t care , and never will . ”
Living up to the hype
Tim Cook wo n’t be crying into his$99 million paycheck – mathematical product sale are doing very nicely , give thanks you – but the ubiquitousness and relative accuracy of pre - launch hearsay has changed the nature of Apple ’s events . Long run are the days when Steve Jobs could slide a MacBook Air out of a manila envelope to gasps of genuine surprisal . more or less depressingly , we almost surely know all the mathematical product that will be announced at the upcomingspring event , and very likely the ones coming atWWDCand the rest of the year too .
When the iPhone SE 3 launch next month it wo n’t be a surprise to anyone .
For all the ship’s company ’s financial success , Apple fans subsist in a perpetual country of disappointment . A intersection enters exploitation ; item leak from a careless or disgruntle Apple technologist , or from the hardware supplying mountain chain ; designers originate to create construct illustrations ; and a pretty narrative frame , long before the twist hits shelves , of what it ’s expire to take care like and do . The medium being what it is , the narrative is necessarily the most exciting version of what ’s possible . Everyone believes what they want to believe .
When the iPhone SE 3 launches next month it won’t be a surprise to anyone.
This means Cook ’s squad ends up either announce a product that the interview have it off about in progress – and what ’s more disappointing than predictability ? Or , as we insure with theApple Watch Series 7 , the hearsay are wrong and the twist is far less exciting than we thought . ( curiously it never seems to ferment in opposite . The rumor never claim it ’ll be a more minor rise than it actually is . ) Apple , of course of instruction , never say the Series 7 was going to be a plot - changer , but it ’s trying to survive up to a narrative save by other people .
We ’ve already seen simulacrum of antic Apple Cards , fold phones , and Apple glasses . In our mind , those products are real so when the realness of the matter earth , it ’ll ineluctably descend short of our expectations . Imagine if there had been year of iPhone renders without jumbo bezel or a tiny screen . It credibly would n’t have bump off with quite the same wallop .
I ca n’t promise to stop writing news write up about Apple hearsay . But I will say this : if the conspiracy theory is true and Applehasbeen place out these endless rumors , it ought to intend cautiously about the dangers of killing the golden fathead . ( And in this metaphor , the goose represents my wane ability to wish . )
