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Apple Learns Big Secret PR Launches are Near Impossible in Silicon Valley

Is it possible to launch a device the entire world is waiting for without elements of that said device leaking beyond your control? If you’re Apple and you’re introducing the hotly anticipated iPhone 5, then the answer is probably no.

While the world waits for the final form factor and features of the new iPhone, the information, misinformation and ill-timed communication around the launch is having an impact on Apple PR’s ability to manage the launch.

You have Apple mistakenly confirming the name and the phone’s LTE support via a prematurely posted link on the Apple web site (hate to be that Apple employee if it was a mistake). 

You also have a case manufacturer pre-empting the introduction with its own product launch (planned or is Seidio now in Apple’s doghouse?).

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It is clear that no secret is safe at the world’s most valuable company. What’s that old saying? Three people keep a secret when two are dead? 

But don’t feel too bad for the Apple PR team. There are thousands of tech companies around the globe who would kill for the opportunity to have the world care so much as to try and uncover details of a product launch.

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Jason Morris

Jason Morris

Executive Vice President at MSLGROUP

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