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Just a Thought - Cone of Silence

by - June 25th, 2004

Psst! Wanna know a secret?

If it has anything to do with Apple, uttering those words to some Apple watchers would elicit such a torrent of Pavlovian-induced saliva you'd be wise to wear a rain slicker and hip-boots. So when some poor schmoe at Toshiba got a wee bit loose in the lips about the new 1.8" hard drives and Apple possibly signing on to use them in future iPods, the media was all over it like vultures on fresh Arizona roadkill.

You can bet your iPod mini that person is wondering where her next paycheck is coming from right about now. Well, maybe she only got her hand slapped, but what that unfortunate soul has run headlong into, my friends, is Apple's dreaded CONE OF SILENCE (Dun, dun, dun, daaaaaaah!).

Apple, as anyone who knows anything about the company will tell you, is famous for keeping secrets. Its crack legal beagles sniff out offending photos and specs almost before the electrons have settled on whatever serves them, and not-so gentle requests to remove the data are issued with surgical skill. Witness the recent photo of the rumored guts of a new G5 Power Mac that was posted over at AppleInsider.

"Apple presented AppleInsider with a cease and desist within 6 hours after we first published the article," Kasper Jade, Top Dog at AppleInsider told me when I asked him about the infamous heatsink photo. "It's almost Summer time and there is that buzz in the air surrounding new Apple announcements. It's usually around this time that Apple Legal starts firing off cease and desist letters faster than silver bullets at a Colorado Rockies home game."

Sure, Apple has a right to keep its secrets secret; after all, guessing what Apple has hidden behind door number one is part of the fun being an Apple fan. But the guys at AppleInsider have just as much right to publish anything they feel is newsworthy -- free press, and all that -- even pix of Power Mac guts. It's a case of two rights making some very interesting legal dance steps.

Post a photo
Cha-cha-cha
Cease and Desist
Cha-cha-cha
Post some cool specs
Cha-cha-cha
Cease and Desist
Cha-cha-cha

So, is the Cone of Silence (CoS) really necessary? I mean, what would it hurt if Apple, to paraphrase Dr. Evil, threw us a friggin bone every so often?

Well, for starters, one of Apple's trump cards is its designers, both hardware and software. These folks toil long and hard to produce that WOW-factor that everyone has come to expect from Apple. Without the CoS protecting new products, Apple loses some of that WOW, which may translate into lost sales, and Apple competitors could gain valuable information early enough to copy or counter whatever coolness Apple has in store.

Still, it could be argued that Apple depends entirely too much on the WOW-factor, which becomes increasingly true as Apple makes further inroads into the realm of corporate IT: Knowing what's coming down the pike 6 months from now helps CIOs plan and allocate resources accordingly; unlike the rest of us, most CIO's hate surprises.

And yet, interest in tidbits of info -- like the G5 heat sink photo that use to be at AppleInsider -- I see as a good sign; it says that people are still interested in Apple. I think I'd be more concerned if nobody paid any attention to what Apple intends to do with tiny hard drives and heat sinks.

What really strips my gears, however, is when the CoS extends to cover things that Apple really shouldn't be silent about; like security issues. CNet News did a recent review of Apple and how it dealt with security issues and found that Jobs and crew does a good job spitting out security conscious update, but needs to learn to communicate better. Even Apple VP, Phil Schiller, agrees that Apple needs to work on its communication skills.

Does that mean the CoS is cracking? Will we see a new era of openness from Apple where both problems and products alike get aired so that consumers and CIOs can make intelligent decisions about Apple products?

If the recent Security Update is any indication, I'd say Apple may have learned its lesson about keeping its users informed about security concerns, and will open up a bit more than any of us are used to. But in general, no, the CoS will likely remain as impenetrable as the Gates of Modor. It is part of the culture of Apple, after all, and who'd want to muss that up? And I, for one, like surprises.

Speaking of which, did anyone see Airport Express coming? See? Surprises!

is a writer who currently lives in Orlando, FL. He's been a Mac fan since Atari Computers folded, but has worked with computers of nearly every type for 20 years.

You can send your comments directly to me, or you can also post your comments below.

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:mahuti -   TMO Staff Posts: 377 Joined: 09 Jan 2003
Subject: We can all see...

We can all see that the cone of silence has worked so well. That "wow" factor has done so much for their market position... :rollseyes:

Close Name:Guest
Subject: Cone of Silence damages corporate sales.

The "cone of silence" most definitely damages sales: other vendors have product-roadmaps which help corporate types develop our procurement schedules over a sensible forward period - not having this means that Apple doesn't help us plan for the future. You can't run a multi-million-$$ corporate IS department on guesswork!

Close Name:metavurt Posts: 163 Joined: 16 Jun 2003
Subject: Cone of Silence doesn't damage market position

Stupid consumerism does. When you consistently provide a better product, with easier-to-facilitate security features, better cross-compatibility, more stable working environment, and people still buy the cheap piece o' $#!% brand, it's pretty obvious that no matter how much you throw out there that's good for people, many will still never get it, nor care to get it. They're happy with $#!%, they know how $#!% works and smells, and they can deal with $#!% day in and day out. Yeeha.

:: rolls eyes back, tosses in another cow chip ::

next?

Close Name:Guest
Subject: Better all the time, Apple

Sales increasing every year. Stocks looking good. Let the masses have the PC market share, there will always be those who want quality.

Close Name:jonkroupa Posts: 48 Joined: 25 Mar 2004
Subject: gates of modor huh....

maybe mordor...

Close Name:Guest
Subject: Vern is right about one thing.

It was obviously a girl who couldn't keep her mouth shut. Guys have no problem keeping secrets.

Close Name:Guest
Subject: Silence, RDF, Hype..not fessing up..

When consumers have justifiable complaints enmasse" G4 windtunnel noise, Powerbook display problems, enmasse..enmasse.. Apple silence......hear that pin drop..Even Apple resellers are starting to “cry foul play” Hardly an optimistic scenario, roadmap, rather an epitaph if you will, How bout a “Go to Jail”

Apple’s very unique monopoly in conjunction with SJobs megalomaniacal control over the company and it's products; His complete unwillingness to adapt products, hardware, and price points to accommodate demand and promote the growth of the Mac platform. And for me Apple is still all about computers. ..All this equates to the perpetual loss of market share. Losing market share has never been part of Apple's roadmap, but for the time being there are too many problems with corporate Apple to stem the tide of the Incredible shrinking Mac.

Quarterly report due (7/16/04). Note the Unit Sales figures for Mac especially the Pro line..it is going to be very disappointing..meaning declining third party support enmasse..enmasse.

Common sense would dictate that loss of market share and third party support are not destinations on the Apple roadmap. No! I take that back. It is! cause as far as Apple’s roadmap is concerned it is on i00Hellbound, the major highway to self destruction.

Silence! Are we talking silence? Well let us also bow are heads for a moment of Silence!

Close Name:kenaustus Posts: 602 Joined: 27 Jun 2003
Subject: Apple is doing pretty well with their Cone

First, they are making money - something most computer companies are not able to do right now. Dull pulls in profits, but with a focus on making their products cheap - not necessarily inexpensive, but cheap. I have one at the office and it's like a Yugo. Does the job, but ugh . . .

Second, how many other companies in the computer business have a large number of fans that cant wait for something like WWDC? None. Not even Dull.

Apple is also in a unique position in the computer industry in that they not only address the consumer and pro levels, but also spend a substantial amount of revenues on continual development of their OS and other software. The costs of developing OS X are a part of the purchase price and, after using Windows, i am VERY happy to pay that price.

In terms of addressing major corporations, I have no doubt that Apple would provide a road map under a NDA, and probably have for some companies. At the same time, the long term road map is pretty well known because of the public IBM road map for their PowerPC chips. Read anything about the Power5 or Power6? You know the road map. When selling to large companies there will be other things that are more important, like the benefits of OS X, availability of MS Office on a Mac, the cost/performance issues related to the servers & storage, etc. This is where Apple can make inroads - not talking about a dual core Gx chip that will be available when the bugs are worked out of the fabrication of the chips.

Back to Apple reality - WWDC is only a few days away. How many are going to be watching the boards to see what is being said? How many will look at the store after it comes back up? How many are going to watch the QuickTime download when it becomes available? That's what the Cone provides - a lot of excitement for users, developers and the press. Might not be a bad idea after all. . .

Close Name:NoVaMac Posts: 121 Joined: 16 Mar 2004
Subject: So with the "rumored" 1.8" HD ipod mini's

will be...more mini? I think they have 2.0" now, and if the things were any smaller they would be TOO small. cept maybe for ants.
Apple is doing just fab. As long as they are profitable they will continue to pour money in R&D, and come up with AWESOME comps like the G5. I am so impressed with that computer. And Panther KICKS ASS!!!
I run several macs, one of which is a 5 year old B&W G3 running panther! Try puting XP on a 5 year old dell. MuHahahhahahaa.
ZAP~ Wintel SUCKS

Close Name:bryson Posts: 79 Joined: 05 Mar 2002
Subject: secrecy

"But the guys at AppleInsider have just as much right to publish anything they feel is newsworthy -- free press, and all that -- even pix of Power Mac guts."

Uh, no they don't. Publishing specs on future products by means of unethical information gathering is not their "right". In most legal circles it is tantamount to corporate espionage. If a company doesn't want their future development plans made public it is THEIR RIGHT not to have it announced by a bunch of website weilding geeks who only do it to show off their super geekness to impress other geeks. Competition is tough in the corporate world, and leaking details about new products DAMAGES a company's ability to compete (you hear that you so-called Mac fans?). It IS NOT their right to publish such information.

I for one would like to see Apple put the hammer down on these people.

Close Name:Guest
Subject: All the Coneheads are happy...

And that is all really matters.

Close Name:VSeward -   TMO Staff Posts: 972 Joined: 28 Jun 2001
Subject: Re: Secrecy

Actually, Bryson, yes they do, as guaranteed by the 1st Amendment, you know, Freedom of Speech, and all that? AppleInsider did not go into Apple and steal the liquid cooling pix, they were offered. So, as long as AppleInsider, or any news organization for that matter, does not commit a crime in the acquisition of the item of news, then it is fair game for them to report it.

Also, AppleInsider removed the pix as a curtesy to Apple, if it had gone to court, Apple would have likely lost.

So, in essence, what you are suggesting is shooting the messenger, which we all know is not cool. Besides, it's all part of the fun.

Vern Seward

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