[clapinton]

"The second would be to bite the bullet and tell the world what your plans are, even though it’s your decades-long tradition — a fundamental part of the company’s culture — to let actual shipping products, not promises of future products, tell your story."

Interestingly enough, they also broke secrecy in 2013 when they gave a sneak peek of the new MacPro at WWDC, which would only ship later that year. They probably only announce products when they're ready to ship to not hurt sales of the existing models, but I'm guessing that won't make much of a difference with the current MacPro.