[MBCook]

I disagree. We now know what FaceID is called, how it works, exactly what the device looks like and how the status bar works, that there are new AirPods coming, the name of the new thing, the name of the updates to the old thing, and a software feature that no one could've ever gotten out of hardware chain leaks.

This is without a doubt the biggest leak since the iPhone 4 you pointed too. If it wasn't for the HomePod firmware leak a month ago this would've been even more devastating.

[LeifCarrotson]

"Devastating" is an awfully strong word for what's happened. Really curious people know a few features a little earlier than they would have otherwise. It's hard to prove that this will even have any negative effects; it generates buzz and excitement around a launch.

For a personal anecdote, I honestly didn't know there was a new iPhone coming out soon. Now I do, and I'm curious. Plus, my sister-in-law mentioned this morning that she wants a new phone, this might help her decide. I don't understand why this is such a terrible thing.

[MBCook]

Negative affects? No, not really. But Apple managed to have a TON of secrecy this year where no one was really sure what was going on. We didn't even have much in the way of hardware leaks this year.

Then they had the HomePod leak, now this. A lot of the surprises that we're going to be in their presentation are now known by the enthusiast set.

It's really a stolen thunder/pride thing.

I'm a little surprised you didn't know a new iPhone was coming as they announce them the same time every year.

[2_listerine_pls]

> If it wasn't for the HomePod firmware leak a month ago this would've been even more devastating

The latest "leak" conveniently happens days away from their new release and gets everyone talking about it. Wow, so harmful!

[MBCook]

Let me ask you this: everyone was going to be talking about it on Tuesday anyway. In what way would Apple benefit from having this news released two or three days early?

If a competitor put out a bunch of news on Friday then this would be taking up their PR time so there could be a benefit, but as far as I'm aware that didn't happen.

There isn't really anything in here that will help people get used to some possible controversy (like the leaks of the lack of the headphone jack on the seven).

What would this accomplished other than to make the Tuesday event less special/magical?

[repsilat]

> everyone was going to be talking about it on Tuesday anyway

I imagine I'll see a headline in the news on Tuesday, probably a HN thread, and maybe a 30% chance someone at work will mention that there's a new iphone coming out. The 10 minutes I spent reading this article are a fairly significant increase in total attention I'll give to the release.

"magical" :-)

[2_listerine_pls]

I think it's obvious that people are more likely to buy products with hype around them.

[MBCook]

I agree, but I don't think this raises the hype over what we would've had after Tuesday anyway. If anything I think it slightly weakens what would have come from Tuesday.