Why Apple Will Never Surprise Us With ‘One More Thing’ Ever Again

Earlier this year, Apple CEO Tim Cook famously said that Cupertino was going to “double down on secrecy” this year. It hasn’t worked. Apple — once a company known for the surprise “one more thing” — had every single detail of the iPhone 5 leaked to the public before the actual event. Can Apple ever get its secrecy back?

Probably not. A new report talking to a number of Apple employees under the condition of anonymity suggests that while Apple HQ is as secretive of new products as ever, Cupertino can do nothing about leaks that come out of the Asian supply chain.