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Apple is a notoriously secretive company, and a recent cease and desist letter acquired by Motherboard sheds new light on exactly why, arguing that the leaks are hurting accessory makers, consumers and Apple itself.
C&D order reportedly sent to Chinese citizen by Apple lawyers in China says leaks about Apple iPhone dimensions could mislead case makers, who could make accessories incompatible with the final product. As Apple puts it, “third party accessory makers may develop and sell cell phone cases and other accessories that are not actually compatible with unreleased products.” Motherboard notes that the Apple accessories market is estimated at nearly $ 20 billion worldwide.
Apple also claims that the leaked information prevents the company from surprising and delighting consumers at launch events. “Apple has made every effort to take strict measures to maintain the confidentiality of all information about Apple products prior to their official release to ensure that every time Apple releases a new product, it may surprise the public.” , indicates the letter. “The secret behind Apple’s latest technological innovation is an important part of the company’s DNA.”
“Such situations harm the interests of consumers and Apple. Therefore, it is evident that when unpublished information on the design and performance of Apple products is kept confidential, it has real and potential business value, ”the letter from Apple reads.
The letter was sent as part of what appears to be a crackdown on the sale of unannounced prototypes of Apple products on social media. These devices would be stolen by factory workers and sold to anyone who could benefit from them, often resulting in product information being released well in advance of their official announcements.
Motherboard reports that the cease and desist letter she obtained was dated June 18. It’s unclear how many people received similar letters, but he notes that the month coincides with a seller’s Twitter account, who went by the name of “Mr. White ”, disappearing from the platform. Also in June, a leaker known as “Kang” revealed on Weibo that he had received a notice from the company and indicated that he would stop posting articles on upcoming devices.
Beyond what Apple describes in its letter, there are a host of reasons why companies are widely understood for not wanting their unannounced plans made public. Publishing confidential product information could allow competitors to start developing copying devices in advance. And hearing that an upgraded device is on the way could make people less likely to buy an existing model, according to what’s known as the “Osborne Effect.”
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