Apple Sues Think Secret

Isaac Newton writes "Reuters is reporting that Apple Computer has sued website Think Secret for allegedly divulging trade secrets relating to its upcoming sub-$500 Mac desktop and office suite. The lawsuit is apparently giving legitimacy to the rumors."

Comments

Marketing ploy?

[Anonymous Coward]

This would certainly help more people hear more about Apple's new sub $500 Mac ;)

Re:Marketing ploy?

[Ford Prefect]

The rumours were even the subject of the non-computing Pass Notes column in yesterday's Guardian. I'm definitely interested in whatever it is Apple are going to announce, but there is always the possibility that it's, say, a $600 Mac, or just a new word processor.

The rumours might be accurate in part, but perhaps terribly inaccurate in other ways - and could significantly undermine the true products if they're seen as inferior to the imaginary ones. If that's the case, I can see why people at Apple would be upset...

Re:Marketing ploy?

[DenDave]

The sad thing is that in the mail list of stinkthecret.. um thinksecret the details of the machine were elaborated upon to such detail that it is undoubtedly a case of industrial espionage. Details on the construction and design... I have to say that, being a stinkthecret reader nonetheless, Apple has a point. I personally would not divulge that level of detail about a product on a internet community and I hope the guilty party is happy with the result.

Of course lawsuits are bad press and one can question the efficacity of such a lawsuit but most likely it will be about strong-arming the community maintainers into divulging their sources so that Apple can take measures against the staff members who broke their agreement.

I don't believe for one second that Apple's Legal dept. has a grudge or is out to stiffle the community which so much loves the products their company produces.

Stinking differently every day...

Re:Marketing ploy?

[clifyt]

"Of course lawsuits are bad press and one can question the efficacity of such a lawsuit but most likely it will be about strong-arming the community maintainers into divulging their sources so that Apple can take measures against the staff members who broke their agreement."

You know it also says a lot about the fucktards that run Thinksecret.

Personally, I see nothing wrong with the suits. I run a music site based for a big part around Apple computers and their software (Emagic's Logic Audio, a wholely owned division of the company). Occasionally I get insider knowledge about whats going on inside the company as well as companies that make synths and other goodies. Sometimes I'll post a rumor about it that is so vague that no one will ever guess (but be completely obvious when its released), but never any details. Sadly, the details are never from the guys that work there (I'm very good friends with a few upper management types as well as the lowly cubicle jockies) -- its always from contractors or beta testers looking to make their mark.

You have to ask yourself if you care about the products and the people that work at these companies when you start releasing wholesale details. Out to stiffle the community which loves the products? Not the community -- the idiotic sites that love to ruin the surprise. Or kill business.

The thing with Apple is that if something isn't right, more often than not they will pull it 24 hours before its supposed to be released and never be heard of again (though there have been a few stinkers). Or maybe the next year at the same convention. In that time, they retune the product and make it right. In this same time, companies that don't care about quality and only care about being first to market get there and end up conquering the area leaving companies like Apple with little chance. In this market, its a rare occasion when a better made product like the iPod (which for the most part serves as the best example of what it does, and nothing more -- no extra features just because it can -- the horrible iPod Photo excluded) actually comes out ahead of the original market leaders.

So does this company really love Apple or love the attention -- and if Apple didn't exist, the same people would be running a rumormill for some other company.

This isn't to say I don't visit the site on occasion, once or twice of a dozen times a week. I just wish they weren't so explicit about their rumors.

Re:Marketing ploy?

[squiggleslash]

Let's pretend Squiggleslash Corp is about to release the MicroSquiggle 6000, a dual 2.8GHZ 970 based desktop computer with a built in LCD monitor that's 2"x20"x14". Price hasn't been determined yet, but our marketing people are pretty sure the sweet spot is about $2,000. We'll decide in a meeting this week so we can announce the complete package at SquiggleExpo.

ThinkSquiggle then publishes a leaked story, clearly coming from someone with an NDA, who claims that Squiggleslash Corp is about to release a new computer, probably part of the MicroSquiggle line, a dual 970 based desktop computer, probably 2GHz or better, with a built in LCD monitor. The dimensions are about 20" across, it's about 2" thick, and it's sub-$1,000.

The specs are largely right. The price (and clockspeed) is almost certainly wrong. Does Trade Secret law apply in this case?

Changing the specs a little, supposing SquiggleInsider has also got a friend working at a factory in Taiwan. He reports that the device doesn't actually have a built-in LCD (that's 'cos the factory ships units with a plate in place of the LCD, the LCDs being inserted in another factory three blocks down the road. Hey, it was cheaper that way. At Squiggleslash, we're always looking for savings we can pass on to YOU the customer. Besides, these LCDs are sweeeeeeeet. We didn't want the first factory to install them because they're actually quad-colour, so those women with the reverse colour blindness thing can now see photo-realistic pictures. We're also coming up with three models of two colour LCD too, for slightly less, for colour blind users. Anyway, that's all a major trade secret, so don't tell anyone) So SquiggleInsider then publishes:

Squiggleslash Corp is about to release an entirely new machine at SquiggleExpo! Sporting two 2.8GHz G5s, the machine is headless, and according to other rumour sites, is priced at $999!

So has SquiggleInsider also published trade secrets, despite getting the story wrong?

The answer is: probably. And from Squiggleslash Corp's point of view, we're fucked. Since SquiggleInsider and ThinkSquiggle published these rumours, sales of the MicroSquiggle 100 - our current lowest price MicroSquiggle - have plummetted, even though the MicroSquiggle 6000 will cost nearly twice the price and be aimed at a completely different group of people. So, given the chance, we want to take action.

Which, when Steve Quiggleslash owned Squiggleslash Corp, would probably have meant we'd have sent out a few angry letters and announced the product early so there are no false expectations. Unfortunately we were taken over by Steve Jobs last week so lawsuits are pending...

Suing your fans...

[igorthefiend]

Well, it worked for the MPAA and RIAA.... ;)

Apple should make up rumors!

[BobPaul]

Apple really needs to start spreading their own rumors. That way the correct to false rumors ratio could be kept in their favor and the effect leaked truths have on product launches would be lessened as fewer people would believe them.

Re:Apple should make up rumors!

[agent dero]

how do you know they haven't been spreading their own rumours... ;)

How is this a trade secret?

[buro9]

It's not as if anyone else is allowed to produce a cheap Mac to compete with Apple (thus beating them to it), as Apple hold all the cards for that.

Cheap PC's already exist... so where is the competition that they are afriad of? Who can take advantage of this "trade secret"?

As far as I can see (not far having not RTFA) this is just good journalistic work, and good promotion for Apple.

Bad Apple

[Anonymous Coward]

I really like Apple. Though I had my share of problems with Apple products I generally think they make fine products and I definately prefer OSX to Windows.
But things like this really piss me of (excuse my language).

Doesn't Apple recognize, that sites like Think Secret actually help Apple? Just think about how many stories there are on the web about rumours that immanate from these kind of sides and how much exposure these stories give to Apple.

Ah well, but judging from experience, the Apple advocates on /. will soon tell us why Apple is right in doing something that would certainly be considered evil by the /. crowd if any other company did it. Talk about a loyal followin.

Amusing...

[loyukfai]

Sometimes I find it amusing that while Apple has been constantly frightening the likes of Think Secret (enthusiast sites?), even with lawsuits, its supporters keep on supporting Apple, more than ever.

Try that with another company.

Also, whenever Steve Jobs is on the stands and giving a presentation (sometimes with questionable accuracies...), the audience seem to clap their hands every so often.

Maybe these are explained in the book "The Cult of Mac"?

Before the fanboys start screaming

[CrackedButter]

I'm a fanboy as well. But Apple are right in doing this to one of the best rumour sites on the net. What if this information is false but because of it, their share price goes up and there is a geniune interest from investors. Only for the rumour to be false and thus they get hit by it.
Thats not to say however that they will succeed, I think they are after the people who leak information to TS. Im not up to date on american law, but wouldn't TS be protected by some sort of freedom of speech law.
In any case, I don't think Nick Depulme is bothered, he's still posting rumours on his site, even after the lawsuit! TS have just confirmed the ipod micro rumour.

Apple probably was the messenger

[BobPaul]

Apple couldn't find the internal leak

Companies often provide information about product launches ahead of time with non-disclosure agreements. Perhaps it was a member of the press or some other non-Mac employee.......

And then paragraph 3 of TFA... claiming that Think Secret had induced these individuals to breach confidentiality agreements that they had signed with Apple. Perhaps that's what it was...

Maybe the price point wasn't firm yet...

[weave]

I can imagine something like this.

1. Jobs tells crew to make a $500 iMac.
2. Apple personnel set out to design and produce a cheap iMac with that goal in mind
3. Rumor leaks to press
4. Everyone gets excited
5. Financial people sit down to figure out how to sell it without going bankrupt based on current costs to make it
6. Find out they can't sell it cheaper than $750 and set a price there
7. Jobs announces it at macworld, the audience boos, the press rip them a new ass, all the while missing the fact that it's a damn good computer for the price
8. Stock goes down in flames

Comment removed

[account_deleted]

Comment removed based on user account deletion

A Post from January Third:

[dasunt]

An Anonymous Coward posted the following in regards to the rumored Apple office suite on January 3rd, 2004:

As with all rumors, there's no need to believe it until Apple starts taking legal action against the rumor sites. Until then, you can assume that they probably missed the mark.

The posted was modded +5, Funny (60% funny, 20% insightful, 20% underrated).

Really ridiculous!

[Anonymous Coward]

"Apple has a point"

No they don't.

This happens in any other field. Cars, designer clothes, politics, entertainment, everthing.

And sometimes that information is inaccurate. And sometimes it puts that company is a really poor light.

And nobody sues. Oh. Except apple.

The real joke is that Apple only sues little guys... the guys who are hard pressed to defend themselves.

If these guys had a decent budget, they could sue the hell out of Apple. I'm hoping someone does, because Apple only bullies little tiny websites. They stay clear of anybodhy their own size.

And then people like you defend them. I just bought 3 new Macs, but honestly, people like you are the least enjoyable part of the Macintosh experience, because you'd defend Apple no matter what. You sicken me.

Rumour sites

[mark]

Some people here reckon that "if it were Microsoft" suing rumour sites, then we here at /. would be ripping them a new bunghole. These people say that, because it's Apple doing the suing, we're letting them off with nary a flame.

But... MS rumour web sites must be pretty boring. Not only do most rumours come from Microsoft themselves... most of them /revoke/ previously announced features from previously announced products whose previously announced shipping dates have just been slipped by two years!! While Apple fansites try to guess what Apple will release next, MS fansites are left to try to guess what announced features might be left out!!

About Think Secret

[adzoox]

I have thought for a long time that Think Secret had the sole intention of harming Apple.

Their rumor accuaracy is amazing and it seems they like to steal any thunder they can from Apple.

They take any good news and put a negative spin on it such as; iPod sales. It is predicted that Apple will sell 4 million+ iPods this quarter ... Think Secret's spin is - small Apple Reseller's weren't getting enough and the two hard drive suppliers probably wouldn't be able to keep up.

I have also believed that Think Secret's knowledge of the reseller lawsuit brought on MacAdam & Elite Computers is a little too intimate. It's almost like THIS is who's running the show there.

I think Apple should go after them for more than just "trade secret revealing and developer coercing" but also libel and malicious intent.

By The Time It Got To The Other End Of The Room: Notes About Apple Rumor Sites