[hyperbovine]

It is a big deal to Apple.

Inside the RDF, you are probably correct.

Back here in reality, I would just like to take the opportunity to shout out, _BIG FUCKING DEAL_. They're working on a new version of the arguably most successful consumer electronic in history. WHO KNEW? It uses all the latest technology. WOW! It looks... SLIGHTLY DIFFERENT! Stop the presses and notify the President!!

I am tired of Apple acting treating it's product pipeline like it's the fucking Iranian nuclear program, of the blogs and MSM gobbling it up by the fistful, of these fools who buy into this idiocy and waste minutes, hours, days sitting in line for the newest iProduct. Really? You're going to post a 5 minute video of you unboxing an iPad? Certainly there are more pressing issues confronting mankind.

[protomyth]

How much money in PR do you have to spend to make up for the "disappointing" events because everyone already saw the phone. This is not some little matter of secrecy, this is big money. It also affects the media that covers Apple events. They lose money because they don't get the page views.

[tghw]

In this particular case? $0.

No one is going to care in 3 months when this is released. Apply fanbois will still be wetting their pants to be the first on line when it comes out. In the meantime, the media that are going to "lose money" are actually getting an advance.

Ayway, since when is it everyone else's responsibility to keep Apple's secrets secret so the media can get more page views?

[anigbrowl]

I think it's probably a big deal to their competitors, too - although the coverage was thing on technical details, there are some internal pictures with part numbers on a few components too. If we were competing to sell almost identical products, you would probably prefer me not to get my hands on the debug version.

[papachito]

Ramen.

[alextingle]

This. Thank you.