iPhone - Apple, Macworld and keeping a secret

Posted on Wednesday 10 January 2007

No need to say too much about Apple’s insanely gorgeous, crazy expensive iPhone, other than to comment that probably the screens on the first generation will scratch very easily (he said, dripping with spite, trying to convince himself he didn’t crave one). Besides, Scott Kurtz said it all.

Perhaps even more interesting than the actual Macworld launch is a CNN Money article detailing how Apple managed to keep the actual phone a secret for 30 months.

Apple, legendary for the ferocity with which it safeguards new product announcements, had extraordinary challenges in keeping the iPhone under wraps for 30 months. Besides involving Cingular, Google and Yahoo, not to mention the unnamed Asian manufacturer, the project touched nearly every department within Apple itself, Jobs said, more so than in any previous Apple creation.

Once you’re done with that, you can go to Technocrat for details on the other products launched.


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