Leander Kahney har satt samman en mycket intressant artikel om hur Apple skyddar sina företagshemligheter. Genom att vara så hemlighetsfulla vad gäller kommande produkter får Steve Jobs produktpresentationer ett enormt medialt genomslag.

”Even Jobs himself is subject to his own strictures: He took an iPod hi-fi boombox home for testing, but kept it covered with a black cloth. And he listened to it only when no one else was around. Why is Apple so secretive? Many think it’s a quirk of Jobs’ control freakery, but it’s simply good business and good marketing. Jobs makes millions of dollars in free advertising every time he steps onto a stage to reveal a new product.”

Just det här med produktpresentationer är något som Jobs lärde sig vikten utav genom Apples tidigare VD John Sculley. Sculley som haft en låg profil sedan Appletiden höll nyligen ett föredrag vid Brown University där han berättade en del om tiden hos Apple.

”Real genius is seeing something that is totally obvious, maybe 20 years ahead of anybody else. Steve Jobs would be a real example of that. Steve saw where all of this was going long before any of this existed.”