Going back since the launch of iOS, geeks have poured over each new iteration of the Apple operating system looking for hints at future Apple devices. These little hints often surface as product names in the USBDeviceConfiguration.plist. Apple has recently rededicated itself to secrecy on new products.
As part of that re-dedication, the company has removed any hint of future products from the iOS 6 .plist. The file itself is still there, there’s simply no hints at upcoming products. Apple has always been big on secrecy.
The Importance of Secrecy for Apple
Apple’s commitment to secrecy is not just a matter of corporate policy; it is a strategic move that has significant implications for its market position. By keeping future products under wraps, Apple can maintain a competitive edge over its rivals. This secrecy helps build anticipation and excitement among consumers, leading to massive product launches that often result in record-breaking sales. The element of surprise is a powerful marketing tool, and Apple has mastered its use.
Moreover, secrecy helps Apple manage its supply chain more effectively. By keeping details of upcoming products confidential, Apple can prevent leaks that might give competitors a head start in developing similar technologies. This control over information flow ensures that Apple remains a step ahead in the highly competitive tech industry.
Historical Context and Examples
Historically, Apple has had a mixed track record when it comes to maintaining secrecy. There have been instances where employees accidentally left prototype devices in public places, leading to leaks that generated significant media attention. For example, in 2010, an Apple engineer famously left an iPhone 4 prototype in a bar, which was subsequently obtained and dissected by a tech blog. Such incidents have been rare but highly publicized, highlighting the challenges Apple faces in maintaining its veil of secrecy.
Despite these occasional slip-ups, Apple has generally been successful in keeping its product plans under wraps. The company’s ability to surprise the market with innovative products like the iPhone, iPad, and Apple Watch has been a key factor in its sustained success. Each of these products was shrouded in secrecy until their official unveiling, creating a sense of wonder and excitement among consumers and industry watchers alike.
Apple’s recent move to remove any hints of future products from the iOS 6 .plist file is a continuation of this strategy. By eliminating potential leaks from its software, Apple is tightening its grip on information control. This move is likely a response to the increasing sophistication of tech enthusiasts and analysts who have become adept at uncovering hidden clues in software updates.
I’ve always been surprised that it would let slip any small tidbit that points to future products in these files so it’s no surprise that that has been removed. Now if Apple can just keep employees from leaving devices laying around in public it should have a stranglehold on secrecy.
Via TUAW
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