Steve Jobs’ success behind Apple had one important factor and that was of keeping anticipation in customers. He was almost a master of secrecy when it came to Apple’s new products. Building up exciting and generating rumours about Apple is what made Apple’s products become an iconic technological innovation.
With the leak of the new supposedly iPhone 5 image circling around the internet, one thinks that Tim Cook, the current CEO is not same in his approach when it comes to revealing about his company’s products. But in a recent interview at AllThingsD’s D10 Conference, Cook said that he should not be taken that way and that will also maintain the same sense of suspense with Apple’s new innovative products. When new questions were posed to him about Apple’s next products, he did not divulge any information.
Cook was very direct in denying any answers with such replies as “I’m not going to tell you” or “I’m not going to answer it”. As the CEO of one of the world’s biggest technology company, he might get away with such responses. But it is the customers upon which the success of a product depends and Apple has shown commitment.
Cook believes in doubling down on secrecy, may be not to hype up the expectations of Apple’s crazy fans who want everything the best way and they are even forgiving with Apple’s overstatements and underperformance. Whether kept secret or not, when unveiled, products would speak for themselves.