Apple is ramping up its leak marketing strategy. This marks a significant shift from its past practices when the tech giant, once the undisputed leader in the smartphone market, rigorously controlled information leaks.
According to information techonology (IT) industry sources on Tuesday, Apple has long maintained a policy of secrecy by requiring employees and partners to adhere to non-disclosure agreements (NDAs) to prevent premature product information leaks.
Apple Chief Executive Officer (CEO) Tim Cook even issued a stern warning in 2021, stating that employees who leaked new product information would face termination.
This policy was enforced when several employees were implicated in leaking crucial information, such as the Liquid Glass feature in a recent iOS update. The company swiftly terminated their employment and sued tech YouTuber Jon Prosser for publicizing the leaks.
However, the company’s stance appears to have shifted dramatically. Apple now seems to be deliberately leaking an abundance of information about iPhones and new products as a marketing tactic.
Recently, during a software tool distribution process, Apple accidentally revealed details about various unreleased products, including hardware identification codes for upcoming devices.
The products inadvertently confirmed in this leak include a new iPad mini featuring the A19 Pro chipset, a budget-friendly iPad with the A18 chipset, an updated Vision Pro powered by the M5 chipset, and new iterations of the Apple Watch lineup—the Apple Watch 11, Apple Watch Ultra 3, and Apple Watch SE 3—all equipped with the S11 chip.
Just last week, the iOS 26 beta 6 release included images suggesting an artificial intelligence (AI)-powered real-time voice translation feature using AirPods within the Apple translation app.
Last month, a man was spotted near Apple’s California headquarters, apparently testing the upcoming iPhone 17 Pro slated for a September release.
These developments seem to reflect Apple’s growing anxiety about falling behind in innovative sectors, particularly AI. Daniel Ives, an analyst at Wedbush Securities, cautioned that if Apple doesn’t accelerate its AI innovations, it could face a fate similar to BlackBerry’s.
As Apple persists with its leak marketing strategy, domestic and international users are expressing fatigue.
Some users sarcastically suggested that the day Apple reveals unreleased product information should be dubbed Apple Event Day. Others criticized the company’s duplicitous approach of intentionally leaking information to gauge consumer reactions while claiming it was accidental.
Tech news outlet PhoneArena pointed out the irony in Apple’s actions, noting that while the company sued Prosser for obtaining information about the unreleased iPhone 17, its motives for anger remain unclear. The outlet jokingly suggested that Apple seems intent on entering the Apple leak business itself to eliminate competition.