Apple is famously one of the most secretive companies in the world. It believes in what Steve Jobs called the ‘magic’ of the surprise reveal. The ‘one more thing’ presentation style pioneered by Steve is so much a part of Apple’s DNA that it has a stock phrase it uses to answer questions about its product plans: ‘We do not comment on future products.’

It’s hard to imagine Apple would ever take a different approach. Today it did.

It not only revealed future product plans a year in advance – something so out of character it’s hard to believe it really happened – but it also did something else Apple almost never does: it admitted to a mistake.

Sure, none of the three Apple execs present ever used that word, but the mea culpa is clear …


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Author: Ben Lovejoy
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