Struck by a daily onslaught of rumours and speculation about the next iPhone or iPad, Apple always refuses to discuss future product launches.
Surprise is an essential ingredient for Apple’s unveiling of new devices. It generates millions of dollars’ worth of free press coverage, as testimony from senior Apple executives in the technology group’s California court battle with its South Korean arch-rival Samsungshowed.
However, Apple’s battle over intellectual property rights has undermined its arsenal of marketing strategies and reliance on secrecy as evidence obtained and submitted to the public court by Samsung has spoiled some of its plans with the revelation of discussions last year about a smaller iPad.
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