How Apple kept its iPhone secrets

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Posted Thursday, January 11th, 2007 by Terry Ng

Apple Secret

Check out this great article on CNN about how Apple was able to keep the iPhone secret for nearly two-and-a-half years.

“Apple, legendary for the ferocity with which it safeguards new product announcements, had extraordinary challenges in keeping the iPhone under wraps for 30 months. Besides involving Cingular, Google and Yahoo, not to mention the unnamed Asian manufacturer, the project touched nearly every department within Apple itself, Jobs said, more so than in any previous Apple creation,” Lewis reports.

Kudo’s to Apple’s design god, Jony Ive (Jonathan) who adds yet another slick revolutionary design to his belt.

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16 Comments on "How Apple kept its iPhone secrets"

Posted by glimmerish

January 11, 2007 @ 4:45 pm

My big mouth would’ve slipped for sure!
Posted by jules

January 11, 2007 @ 5:10 pm

I think what keeps people hush hush is the potential lawsuits from Apple.
Posted by GameDudeX

January 11, 2007 @ 5:46 pm

Yeah, lawsuits and job security.
Posted by vm3z9

January 11, 2007 @ 8:10 pm

It’s a great invention, too bad all the commotion over the iPhone name with Cisco
Posted by rbx6jm7man

January 11, 2007 @ 8:47 pm

well, it’s just a fact of the matter predicament. Cisco had the name before apple got it because apple wanted to keep the project a secret. hopefully this doesn’t mean a spike in prices if cisco wants concessions…
Posted by David

January 11, 2007 @ 10:35 pm

I smell iInternet coming :P LOL, too bad someone didn’t get to slip out any goodies when they were in development.
Posted by Lenka

January 12, 2007 @ 7:38 am

I look forward to iPhone…:P
Posted by beni

January 12, 2007 @ 9:25 am

apples clever
Posted by GameDudeX

January 12, 2007 @ 11:17 am

Here are some suggestions to apple on what they should call it:
* iThing-a-ma-bobbie
* iGadget
* iContraption
* iThing
* iAmTheOne
* iTele
* iMakeAMistake
Posted by b0unce

January 12, 2007 @ 8:18 pm

its a gorgeous phone though :)
Posted by Bones

January 12, 2007 @ 8:51 pm

I work at Apple’s ad agency. Anytime you can hear the Apple team whispering about something (even if you can’t make it out), they will hunt you down and make you sign an Non-Disclosure Agreement. The NDA explicitly says that if you leak information, they will send you to jail. They are ruthless.
Posted by jey

January 13, 2007 @ 1:37 am

I suppose the iPhone is not 3G capable… Hopefully they gonna also provide a better battery life… :) Overall, Apple Rocks as usual. Beautiful design xD
Posted by Dexter Kanuto

January 13, 2007 @ 6:18 am

Apple’s Ideology is Secrecy is the Best Policy. So classified mouths are to be issued. Slipping any word might ruin the surprise…oh, yeah, the surprise (phone) is surprisingly revealed to the mass public society.
Posted by Brandme

January 13, 2007 @ 4:13 pm

I want it I want it.
Posted by protectionunit2

January 16, 2007 @ 2:44 am

Awesome article!
Posted by Shera

February 9, 2007 @ 12:35 pm

Ownz, I like suprises, so had it been leaked in the time of its non-distribution, i’d be pretty upset. So to hear about it now makes me all fluffy wuffy inside lolz