Cook: “We’re going to double down on secrecy on products.”

Cook: “We’re going to double down on secrecy on products.”
Another interesting statement from tonight’s interview with Tim Cook at AllThingsD’s D10 is about Apple’s famous secrecy. Cook said, “We're going to double-down on secrecy. I'm very serious about this -- double-down.”

The statement was made after referencing information about the company trickling out, it seems as if he is definitely not happy about the amount of leaks that have been occurring.

Cook touched on the secrecy issue again when asked if he plans on acquiring more companies during his time as CEO. He said, “We buy companies. We don't like to make it public. It depends on the amount -- if I don't have to, I won't. Yeah, that's part of the doubling-down on secrecy.”

On the other hand, Cook said Apple is going to be “super transparent on some other things.” He said, “We think if we do that, we think companies will copy us, related to social change. I'm thinking about work we're doing with suppliers.”

source: AllThingsD



1. Sniggly

Posts: 7305; Member since: Dec 05, 2009

In other news today, the bodies of three Apple engineers were discovered hanging outside the construction site of the new Apple headquarters, with a sign nearby saying "Loose lips bring throat slits." No comment from the Cupertino tech company what this means. Police have ruled the deaths a firing.

6. Sniggly

Posts: 7305; Member since: Dec 05, 2009

Jesus, it was just a joke. Chill, people.

11. ilia1986 unregistered

The Police also found 7 disassembled Android phones lying nearby, with a note attached "Blasphemy!". Emergency response teams have fortunately been able to rescue and put together the phones in time, before any serious damage could be done to them, while disposing of the bodies of the engineers in an environmentally-friendly way. Chief Android Repairing Officer commented that one of the phones - a Samsung Galaxy S3 managed to partly resist the horrible torture because of it's Gorilla Glass. The others were less likely: An HTC One S ended up with a broken screen. A Motorola Droid Bionic received 4 scratched on the upper body, and the older ones - a Sony Ericsson Xepria X10, a hacked HD2, a Samsung Galaxy Wonder and an LG Optimus 3D ended up losing their batteries altogether. U.S. Department of Freedom said today that there is no doubt that the group behind the vicious attack is the famous "Apple" extremist group...

12. Sniggly

Posts: 7305; Member since: Dec 05, 2009

Well, at least SOMEONE gets my sense of humor. Lol! :D

14. jmoita2

Posts: 930; Member since: Dec 23, 2011


2. medicci37

Posts: 1361; Member since: Nov 19, 2011

That sucks. Now I will have 2 just take remixfa's word when it comes to BS Apple rumors :'(

3. imkyle

Posts: 1116; Member since: Nov 18, 2010

When you have a product that "accidently" leaks, it creates more buzz around the product.

5. Yummy

Posts: 117; Member since: Mar 28, 2012

And don't you think leaks help companies see the reaction of a consumer? I mean, I'm just saying.

4. taco50

Posts: 5506; Member since: Oct 08, 2009

Apple's strategy around secrecy works great to create a buzz. Of course they will stick to it.

7. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

My take away is that you will see even more (as in 2x, since Tim said they would 'double down') 'leaks' in the period leading up to product launches. It has been well-proven that the leaking just prior to Apple product launches is a deliberate attempt to churn the market and drive interest in what is about to be launched. All to drive sales of the latest iDevice.

8. InspectorGadget80 unregistered

Ha secrecy yeah right. Next thing we know we will see another stolen iphone prototype at the same bar and Apple will send their fake police to raid some poor guy home. N next thing we know its all a hoax just to hype up the iphone like they did last year.

10. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Umm. Expect it to be at least 2 'stolen' prototypes.... They are doubling down, if you recall.

9. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

I really like the friendly way cook speaks.

13. matrix_neo

Posts: 334; Member since: Nov 03, 2011

Double down secrecy?! Yeah right, look their product, the new ipad and this year, the new iphone. Maybe this double down secrecy idea will put at risk it's customers someday, they might install a software or a piece of hardware that will control their mind without their knowledge. I hope samsung will not supply this kind of hardware. So scary lol.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.