I think Apple obsesses too much about secrecy and attributes too much of it to its success. Except for the iPhone launch, almost nothing they've launched hasn't been leaked ahead of time, and yet, it is still the most valuable company in the world and their sales are through the roof. It seems they are still pining for that "shock-and-awe" of Steve Jobs original 2007 iPhone introduction, but don't realize that's no w…
The more you can hide from them, the more of a head start you can have over them.