Apple frenzy but silence is maintained

Reticle's Ross Rubin says public speculation about Apple fuels interest in what the company is doing. Image: Reticle Research

But the less Apple says about its eagerly anticipated event on Tuesday (9 September) at a performing arts centre in Silicon Valley, the more frenzied the speculation becomes.

In keeping with its style, Apple has revealed little about what is expected to be the unveiling of the company's first "big thing" since the death of legendary co-founder and driving force Steve Jobs nearly three years ago.

Invitations sent out to a select crowd had only the date and the cryptic message: "Wish we could say more."

Apple is a proven master of getting more attention by saying nothing than most companies do by pouring money into marketing campaigns.

Experts believe that as long as Apple keeps cranking out must-have devices, silence and selectivity should remain potent weapons in its marketing arsenal.

Culture of secrecy

Apple is expected to launch an iWatch at the special event it is hosting in Silicon Valley, along with larger iPhone 6 smartphones. Image: Bionicly

"There is the culture of secrecy, which fuels a lot of speculation about what they might be doing," Reticle Research Principal Analyst Ross Rubin said.

"And there is this expectation that the products they introduce are going to change the game. Backing it up is a really incredible track record dating back to the Apple II computer," he said.

The strategy of letting rumour mills crank up expectations puts pressure on Apple to repeatedly wow the world - or risk having events branded as disappointments.

In the past two weeks, traditionally taciturn Apple was quick to release statements after hackers swiped nude photos of celebrities from iCloud accounts and in response to a report critical of one of its suppliers in China.

Some say that Apple's inclination to lock secrets behind its campus walls stretches back to when Jobs in 1997 returned to the helm of a company that was on the ropes with the world ready to count it out.

Apple keeps quiet about products

A pair of longtime Apple engineers once suggested to AFP that the marketing technique stemmed from Zen Buddhism studied by Jobs, and the notion that media attention is naturally compelled to fill the void left by the company remaining mum.

As long as Apple continues to produce top products that work right first time they can't go wrong says Rob Enderle of Enderle Group. Image: Enderle Group

The practice has been a winner for Apple. No venue seems big enough for its launch events, and it grabs headlines in weeks leading up to and following announcements. People rush to snap up new Apple gadgets.

Reasons that Apple thrives while being aloof include the technology company's focus on producing a few products amazingly well, while controlling everything from hardware to operating software and content.

According to Rubin, Apple even started making its own chips for mobile devices. And it dares to shake things up with dramatic changes, like dumping smartphone keyboards in favor of touch screens.

"In contrast to many other companies, Apple is not afraid to leave the past and legacy technologies behind," the analyst said. "They take their time with the intention of getting it right first time," he added.

During an earnings call with financial analysts, Apple chief executive Tim Cook boasted "incredible" new products and services were on their way - but typically, didn't reveal specifics.

"As long as they have hits, they can do no wrong," Analyst Rob Enderle of Enderle Group in Silicon Valley said.

Rampant speculation about what Apple may have in store includes larger screen iPhones to ride a "phablet" trend, along with an "iWatch" that taps into the capabilities of iPhones and iPads.

Expectations have been pumped up even more by the fact that the event will be held at the same arts center near Apple headquarters where Jobs introduced the Macintosh computer 30 years ago.

Source: AFP via I-Net Bridge