The famously secretive company works hard to remain silent
Until Apple is ready to officially announce a product, it is almost impossible to find out any information that they don’t want you to know. A new book on the man behind Apple’s designs, Jony Ive, has shed more light on the process that helps them keep it that way.
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Starting with the iPod, Apple learned to keep a lid on future products since they were copied to such a large degree. To do that, they have used top secret government level tactics, like providing information on a need to know basis. When a product is being developed, as few employees as possible will understand the final product. Two employees working side by side may never know what the other is working on. Sharing the work with each other could mean an end to their career.
Many employees have even complained of being given assignments on products that don’t even exist. This helps the company learn when they can trust the employee, although the workers see it as a waste of resources. It is also common for engineers to not get proper credit for their work. Jony Ive is hailed as the designer of Apple, although he primarily oversees the engineers. He does, of course, have final say and make sure everything has his signature touch. Without him, the people designing the products would likely not even know what they were actually designing.
The iWatch is the greatest current example of this. It has been in development for three years at least, but we have yet to see even a single image of the long awaited device.
Source: Apple Balla