The NewCo Daily: Today’s Top Stories
Apple’s secrecy is a legendary and defining corporate trait. Like the quasi-government the company is increasingly becoming, it has an extensive program to fight leaks. We know that because, well, somebody leaked a recording of an hour-long presentation on Apple’s campaign (William Turton in The Outline). It turns out Apple employs a global team of leak-stoppers that includes former employees of the NSA, the FBI, the Secret Service, and branches of the U.S. military.
The purpose of all this secrecy, Apple execs insist, is “surprise and delight” among customers when they finally learn of some new Apple product or feature at the time of the company’s choosing. That kind of choreographed product launch has long been an Apple trademark, to be sure. But the company’s insistence on secrecy, like the inward-turning design of its gigantic new headquarters, underscores the increasingly insular nature of Apple’s culture.
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