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Apple does do a good job of secrecy. I think it has a lot to do with who they hire and their clear penalty for leaks. An employee who leaks is no longer an employee. A partner company who leaks (such as a case maker for a new iPhone form) will NEVER get Apple's business again.
My brother-in-law works for Apple marketing. We're friendly as can be. But he won't spill the beans, not at all. He appreciates both the ethics and business advantage of their 'big splash' releases.
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