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For Apple, Loose Lips Sank a Ship
By: Mike Bush
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“One more thing.”

Steve Jobs' signature phrase, uttered at the “end” of an Apple press event, used to send shivers down the spines of everyone in attendance (in person, or online). The phrase was actually enough to break Twitter (when that wasn’t so hard), and would light up tech circles around the globe.

In short, when Steve Jobs said “One more thing,” he was about to change the way people think about technology. The iPod, iPhone, MacBook Air, and iPad were all introduced following the iconic phrase. And the most amazing piece of the childlike sense of wonder* that Jobs would give to the audience was that more often than not…the audience didn’t know it was coming.

Sure, there may be whispers in the press, or analysts who have a hunch, but more often than not, Jobs delivered something that no one really knew would be in front of them.

Those days, it seems, are over.

Yesterday, Apple unveiled its new iPhone line, including a few new bells and whistles, a cheaper product line, and new colors. Apple executive Phil Schiller said during his presentation of Apples new phone, “A few of you may have seen some screen shots on the web, and that’s cool…”

No, Phil, it isn’t.

One of Apple’s key differentiators was that the company is always viewed as innovative. Part of being innovative is showing something that people don’t expect. And these days, Apple has failed miserably at keeping a secret.

Until Apple can stop the leaks, the magic of “one more thing” will be completely lost. And with it, one of Apple’s strongest reputational markers as one of the most innovative companies on the planet.
*Hat tip to Fake Steve Jobs for the phrase.  

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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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