How Apple Orchestrates Controlled Leaks, and Why

Lanxon writes "'I was a Senior Marketing Manager at Apple and I was instructed to do some controlled leaks,' confesses John Martellaro. Monday's article at the Wall Street Journal, which provided confirmation of an Apple tablet device, had all the earmarks of a controlled leak. Here's how Apple does it. Often Apple has a need to let information out, unofficially. The company has been doing that for years, and it helps preserve Apple's consistent, official reputation for never talking about unreleased products. The way it works is that a senior exec will come in and say, 'We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!'"

Comments

Nobody Cares

[that this is not und]

Really.

Often, nobody really cares what's going on at Apple.

"What?", irate resondents to this comment will say. "Everybody cares about what is happening at Apple!"

Yes, there is a lot of simulated hype. Bushels and bushels of it. That's the primary product at Apple.

Yes, I am posting this at Apple.slashdot.org so I expect a little flaming.