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Apple Tech

On Apple event spoilers

On Friday night, the “Gold Master” release of iOS 11 leaked online. As nerds have waded through the code, secrets about Apple’s soon-to-be-announced devices have come to light. This is the second time this summer that prerelease software has escaped into the wild and tipped Apple’s hand.

There are still some details about the new devices that we don’t know.[1] But enough cats have slipped out of Apple’s bag that the event has lost some luster. We’ve peeked into the presents before Christmas morning. Or, to put it another way, the leaks have “spoiled” the new iPhone announcement.

Using “spoiler” language may seem odd. That’s a term from the entertainment world, not the tech sphere. Does an iPhone announcement event really compare to, say, the upcoming Star Wars sequel or an episode of Game of Thrones?

Sure, maybe it’s silly (or even a bit sad). But these product announcements are high holidays for tech enthusiasts. I’ve had September 12th circled on my calendar for over a month. I’ve followed the online speculation since the first “tenth anniversary iPhone” rumors surfaced over a year ago. And I’ve been saving to buy a new phone since the day I bought my last one.

So… yeah, I do look forward to iPhone events as if they were blockbuster movies. That anticipation is a testament to Apple’s crack PR team and how carefully they design these announcements. A well-crafted product event is a roller coaster worth riding, and it’s more fun when I don’t know that hairpin left turn is coming. As both a gadget fan and as a communications professional, I’d rather be surprised.[2]


  1. For example, while most pundits agree that the base model “iPhone X” (which is apparently the official name) will start around $999, any price from $899 to $1199 remains in play. The top-end phone’s release date also remain unclear. We haven’t yet seen legit final versions of the phone hardware (although we have seen an image of the LTE Apple Watch). Finally, while we may know the names of many new features, we don’t know exactly how they work.  ↩

  2. I only have myself to blame. After all, I’ve managed to avoid major Episode VIII spoilers so far by steering clear of sites like Making Star Wars. In the same way, if I had simply ignored the Apple rumor mill, Tuesday’s event would still be a mystery to me. Unfortunately, I don’t have that sort of willpower. And the pre-event speculation is part of the fun. ↩

Categories
Movies Tech

Avoiding iPhone spoilers

In last year’s run-up to The Force Awakens, some Star Wars nerds went to great lengths to avoid even the slightest spoiler. These super-fans eschewed movie rumor sites, where the film’s plot outline appeared months before the premiere. They muted keywords on Twitter (e.g. “Skywalker”, “Falcon”) and installed spoiler-blocking browser extensions. They even refused to watch Episode VII’s official trailers, choosing a “virgin” first viewing experience over short-term excitement. Their hard work and self-discipline was rewarded on December 17th, when they sat down in a packed theater with no idea what they were about to witness, beyond “a new Star Wars movie.”

Apple’s product announcement events aren’t quite as entertaining as a J.J. Abrams blockbuster. But for tech nerds, it’s pretty close. The Cupertino company has a decided flair for the dramatic. Climactic reveals and slickly-produced videos punctuate its keynotes. And, like Hollywood studios, Apple shields upcoming releases from the public eye. It would prefer that customers first learn about products in an official announcement, where Apple’s marketing department sets the stage and controls the narrative.

Unfortunately for Apple, the Chinese supply chain doesn’t share this commitment to secrecy. For almost every product announcement over the past half-decade, the Apple blogosphere learns what’s coming before Apple has a chance to announce it. Often, we see the new iPhone in fine detail long before its “official” reveal. In at least one infamous case, a gadget blog had the actual prototype in hand, lost not in Shenzen but in Redwood.

If you’re like me, these unofficial rumors are endlessly fascinating. But if the official Apple keynote is the best way to “experience” the announcement of a new iPhone, shouldn’t I treat prerelease leaks like Star Wars spoilers?[1] Wouldn’t keynote day be more fun if I had no idea what’s coming?[2]