Along the way we often read about various and sundry rumors of products and features and new functionality that are due soon from Apple’s pipeline. The past few years have become more interesting because many rumors leading up to an event have become more like leaks.
This week I read an article about Marzipan-like apps due to show up on macOS Santa Rosa (maybe) next week. Marzipan is Apple’s project to make it easy for iOS app developers to port their apps to macOS.
That leak came with screen shots. Other leaks indicate a Dark Mode for iPhone and iPad. Another says iTunes will get divvied up into a number of apps; Podcasts, Music, et al. There is a difference between what is considered a rumor and what is a leak and what actually shows up during an Apple presentation.
In recent years those leaks are almost perfect copies of what Apple launches. That makes me wonder where the so-called leaks originate.
I think Apple controls the leaks.
Here’s the reason. Outlandish rumors often come with their own set of expectations, and they often have legs that outrun reality. If Apple’s announcement does not match the rumors, users become more critical and highly disappointed.
When Apple controls the product and feature leaks within the last couple of weeks, the company has the advantage over crazy-assed rumors that could disappoint. That may explain why most of Tim Cook’s keynote product presentations in recent years have not been big disappointments.
Sure, we all want Steve Jobs’ famous one more thing with a special surprise announcement at the end, but those days appear to be gone. Instead, Apple now doles out specific details for products and features to a very few privileged technology writers– leaks– to ensure the narrative leading up to the announcement comes close to matching the actual presentation.
So far, that method seems to be working. All certified Apple watchers want more details before a show’n tell, and we want to be pleasantly surprised by something new, but it is in Apple’s best interest to keep the pre-announcement narrative closer to reality.
I bet we’ll see more Marizpan apps for the Mac, Dark Mode for iOS, and maybe even that modular Mac Pro Apple promised a couple of years ago.