iPad Mini 2 Release Date, News and Rumours: We love surprises as small children. But recently, to be exact, from the moment when the CEO Apple is Tim Cook (more than a year, by the way), we don’t get those surprises do. iPhone 5 we saw at the end of spring, and rumours about iPad mini appeared in Internet in September (and maybe even earlier). So why is Apple more than a year spoils our festive mood, which, in theory, should be in the day of the presentation?

Consumer’s side:
Let’s begin to understand all from the beginning. On the bottom step, it means from us. Yes, yes, not from Apple, but from society, consumer society of “apple” products.

And the reality of this society is that all we want to see everything as soon as possible. We want to know should we wait for a new iPhone, or we can buy one that is a new today. We want to know all about the new Apple product that in a conversation with our friends to say, “No, new iPad will not be as you think, I’ve seen pictures of him and he will be a triangle.” As a result, we get what we want. We get all kinds of leakage: photos, videos, and a simple message from “reliable sources”. We use this information for our own purposes, using it until the minute when we see Tim Cook on the scene (before - Steve Jobs). And here we all keep silent and start waiting. Everyone is waiting for one thing: do leaks will be confirmed or we will see something new that we’ve never seen before. As a rule, and happen the first thing.

In such a situation, of course, there is no festive mood after the presentation. And the most part immediately forget about how last night proved to their friends, what will be the new device and spread false information by themselves. In heads all have one thought: “Apple is not a cake anymore” - because leaks are a fault of Apple, and the funny thing is when they say that it’s a blame of Tim Cook, because “wasn’t the same situation with Jobs”. The easiest way to shift the blame on Tim Cook and then another week to be depressed due to the fact that we are not surprised, we were not impressed, and did not happen long-awaited holiday.

But remember for a moment the working conditions at Foxconn. Do you think that nobody of workers do not want to sell a photo for a couple hundred dollars to some resource or publication? Do not forget that Tim Cook, CEO of Apple doesn’t have any relations with Foxconn or any other party of a huge chain. Of course, Tim could ask, threat, but what a purpose? This should do heads of manufacture and its own security service.

To be short, we suffer because of our own curiosity. And we blame anyone, but not ourselves.

Apple engineers side:
We should understand that engineers from Cupertino want to work on a new device in secret, as any other in their place, and then when it will be ready to present it to the public (not personally, of course, but it does not matter). But the most important is to see the reaction of the public, which, unfortunately, will not be because the public has already seen many leaks.

As I said earlier, we want to see the details of the new devices as soon as possible. And we get them in the form of rumours, videos, made with a hidden camera or photos taken on a mobile phone camera, which is very questionable in terms of authenticity. But engineers are like little children, even more than we are. They are even more afraid that wouldn’t be a pleasure of the “gift”. And they wish something other.

But you shouldn’t believe that all engineers and other Apple staff are angels. Of course, such high security is very good for the team spirit within the company and it’s possible that companionship helps to ensure that the final product would be not just unique, but also the best in the entire market. But there is an important “but”: Apple “suggests” to the staff the most effective way to express their discontent. It does not matter what would be discontent about, but if the employee does not like something, and there are no changes, then it is enough to express his it by the leak.

There are question: Does something awful happens inside Apple for the last time, and more exactly for the last six months? It’s so awful that some employees spread secret information to the media.

But according to one of the employees of Cupertino, who did not say his name in a conversation with our colleagues from other resources, the problem of leaks is an incident product of globalization. And we couldn’t blame someone, especially one person.

Supply chain side:
In fact, security in Cupertino still remains one of the most important items in the corporate culture. Some of the staff said that from the moment when Tim Cook became CEO Apple, safety rules became more stringent than they were during Steve Jobs work (perhaps this is not surprising because Tim worked in logistics before and knows all nuances of supplies). But honestly, at what is scale or criteria to compare these rules? Many would say to count the number of leakage, but it’s stupid.

For example, any, even the smallest prototype if it somewhere transferred (only on campus of Apple, of course) should be wrapped in black material, so that none of other employees who are not involved in this project could not see it. Even employees should control each other. But, of course, all these methods are not new. They are used in Apple for many, many years. But if you break these, in fact, the basic rules, you can be “moved” to another team that is working on another project, not so secret, of course (but in the best case), or just you will be fired from a company, what happens to the average employee more often.

According to employees of Apple, most leaks, which begin to appear on web for a few or more months before the presentation of new items is a fault of the supply chain, not Cupertino. But even though, that the recent leaks appeared to Web in China, we cannot deny that Apple confidentiality regime has outdated and requires immediate major changes.

In manufactures works not one thousand people to implement iPhone, iPad, MacBook, et, but do one of them are interested to keep a great “apple” secret? Does anyone of them need it? Do you think that workers at the Foxconn factory care could Apple surprise their users? What would be attitude to iPhone (and to all Apple company), which you must to collect from the morning until the evening, knowing that you are getting a “cents” in life cannot buy it? Many workers of Foxconn are happy that they have a meal and have a place to live.

As more of their products Apple will produce abroad than in the USA as the harder it will contain all in secret, and it will harder to surprise people in the future.

Leaks make work of Apple engineers harder.
Cupertino has a very interesting trend in quick response if there were any leaks. All tightening, usually related with engineers who work with this project.

For example, can be instantly changing all code names related to a new project, what they working on. Many of you know that for a lot of years Apple has a testing program of prototypes out of their campus, to say, in the real world. But this program has undergone significant changes and has practically disappeared in the last year to avoid these unfortunate situations, such as loss of a prototype iPhone 4 in a bar.

One of the staff Cupertino said that there are only a few employees who are willing to risk and take off a prototype of the new device from campus. All know their responsibility and no one wants to risk.

Once retail stores Apple Store received a new version of Mac OS (now OS X) almost a week before its official release to have time in time to prepare everything. Now, this term was reduced to twelve hours.

In the end, absolutely everyone suffers from leaks: suppliers, and Apple, and we are with you. But probably got a hole in their security once, Apple will never be able to fill it in completely. Unfortunately, not all in Cupertino can be kept under control.

But while you and I will want to see a new Cupertino product even for a moment before the presentation, leaks will fill Internet and more that. And we wouldn’t have a festive spirit. And do not blame Tim Cook, Apple and poor workers of Foxconn. The fault is our: of consumers of this information and these new products.