Originally Posted by Bergermeister
Special jamming systems must have been installed in all relevant elevators to prevent photos from being taken.
It does add a sense of mystery that is exciting. No more news items titled: "As expected, Apple releases.."
Still, hoards of people will be posting moments after the conclusion of the keynote that it was the worst ever, that they are very displeased that Apple didn't give them everything they wanted, etc. ...
This is yet another excellent reason for Apple to quite the trade show route. Since Apple became so popular recently, the previous techniques they had of dealing with their public have ceased to work very well.
Traditionally, previous to a show, there was a lot of good-natured speculation and well-meaning leakers dropping hints on the way to the show and that only heightened the interest and mystery. Then the show hits and it's not what we expect, but the (mild) disappointment was always off-set by the marvellousness of what *was* announced and everyone was more or less happy. Apple's notorious secrecy worked for
them, and was mostly a positive
In this latter, much more popular phase, the "newbies" to the scene just don't get it
and are sending the hype machine off kilter.
- Bored ex-windows journalists write a lot of ridiculous over-hyped rumours to sell clicks based on nothing.
- Idiot 20 something, "I-used-windows-till-last-week" guys fuel the fire with zillions of dumb-ass, over-hyped predictions about miracle products, based on nothing.
- Chinese employees break their NDA (if they even know what one is), and reveal actual pictures of the actual products, completely ruining all the surprise and presenting them to the world for the first time in a (literally) really bad light
So we hear all kinds of asinine waaay over the top rumours and then are presented with a lesser, not as interesting product that is at the same time presented to us as a blurry cell-phone pic of what looks like crap on a stick. How could we not be disappointed? Before Jobs has even walked off stage (literally again), the web is already alight with outrageous
over-the top criticisms of every single thing mentioned or announced anyway, sending the Apple stock spiralling downward.
What was once just tiny disagreements amongst a very technical group of friends over the pros and cons of the new products, becomes a huge hyper-critical "big deal" all over the world in a matter of days.
- The bored ex-windows pundits (who got everything
wrong), are embarrassed/angered and spend the next couple of weeks dissing the new products, pointing out why Apple made a horrible move, and sending out rumours of Steve Jobs death.
- The idiot 20 something guys are *intensely* disappointed that their ridiculous dreams of miracle products didn't materialise and cover their fear of their own stupidity, by angrily lashing out at the hand that is feeding them in typical adolescent fashion. Filling up sites like Gizmodo with "I hate Apple" posts at the same time as they greedily buy the new products.
In short, the process hasn't scaled up very well and what was once fun, mysterious and interesting has become a gigantic mostly negative
hype machine out of Apple's control.
IMO this is mostly due to the huge influx of idiots, newbies, and ex-windows types but if Apple wants the sales, they have to find a way to deal with the new idiots. The reality is that the "growing of the platform" that we all have hoped for all these years is the very thing that is actually killing the culture.