In the case of this week's leak to the Wall Street Journal, the author states that Apple needed to release the tablet information early because they wanted:
- to light a fire under a recalcitrant partner
- to float the idea of the US$1,000 price point and gauge reaction
- to panic/confuse a potential competitor about whom Apple had some knowledge
- to whet analyst and observer expectations to make sure the right kind and number of people show up at the (presumed) January 27 event. Apple hates empty seats and demands SRO at these events.
The author, John Martellaro, is a former Apple marketing manager, so (a) he should know what he's talking about, and (b) FWIW, humble little me agrees with his statements.
I'm surprised more companies don't take this approach, but I guess that Apple has an advantage here of releasing "game changing" products, from the original Mac, to the iPod, and the iPhone (along with some duds as well).
