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Hyundai made a bold statement last week, confirming it was in talks with Apple about a potential Apple Car partnership. Soon after, the company backed down and issued a new statement without mentioning Apple.
This is yet another example of Apple’s strict approach to secrecy, and a new report from CNBC offers more details on Apple’s strategy.
For reference, here is Hyundai’s first statement on Apple Car:
“We understand that Apple is in discussions with various global automakers, including Hyundai Motor. As the discussion is in its early stages, nothing has been decided.
The subsequent statement released soon after:
“We have received requests for potential cooperation from various companies regarding the development of self-driving electric vehicles, but no decision has been made as discussions are at an early stage.
The report explains that while non-disclosure agreements are common, Apple’s approach is even stricter. Quoting “people familiar with the subject”, CNBC says Apple is asking its partners not to mention Apple by name in public or in the media.
Apple’s strict approach to privacy is described as “a lot of roadblocks to overcome” by one story source:
Apple tells its partners they can’t mention Apple in public or in the media, according to people familiar with the matter who did not want to be identified to avoid risking their relationship with Apple. One person who has worked with Apple described their privacy requirements as many hurdles to overcome.
The report goes on to highlight a small piece of information that has been gleaned from the bankruptcy proceedings by GT Advanced Technologies. GT Advanced Technologies had made a deal with Apple to supply sapphire for iPhone screens, but ultimately declared bankruptcy after manufacturing difficulties.
During the bankruptcy proceedings, GT presented a contract labeled confidential that GT should pay Apple $ 50 million per leak. The contract mentioned three separate confidentiality contracts to which the sapphire manufacturer had subscribed. GT also said the terms of its confidentiality agreements should be kept secret.
CNBC adds that Apple settled with GT Advanced after the fact, and that the condition of the settlement was that the “description of its relationship with Apple” would remain confidential.
Taking 9to5Mac
As Apple enters new industries, it’s interesting to see how its approach to secrecy evolves.
For example, Apple TV + content ads aren’t as tightly controlled as Apple’s other ads. We often learn about upcoming TV shows and movies early in the process, and even details of Apple’s acquisition costs for specific content.
This is likely an example of Apple adjusting to Hollywood industry standards, rather than trying to apply its usual approach to secrecy.
Nonetheless, the supply chain remains one of the main sources of hardware rumors involving the iPhone, iPad, Mac, and other hardware products.
The full report at CNBC worth reading and can be found here.
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