The Day Before The Day.

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Good Evening:

Apple will announce their new products tomorrow (disclosure: I own shares in the company because I own shares in an index fund that includes Apple, plus I own shares in the company itself). Tim Cook’s little firm took over the Bill Graham Civic Auditorium over a week ago in preparation and made a few changes.

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The Apple flags are a nice touch. They still have work to do, judging from the equipment on all sides of the building.

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I have no idea what these tubes do. Perhaps they pump in the gasses that create the infamous “reality distortion field?”

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I do feel a tad disappointed that so many of the new products and their specs have already been informally “announced.” Not only do all the leaks take away some of the suspense and fun, but it seems that Mr. Cook’s efforts to “double down” on secrecy have not fared well. In recent years, the only surprise I can recall was Swift, a programming language.

Apple didn’t always have a secrecy fetish, esp. during the desperate years. I was one of many Mac buffs who attended demos of the legendary Bondi Blue iMac before the public unveiling, and became one of the very few people who saw the iMac G4 (the one with the swivel screen on top of the half-dome base) pre-release. Nowadays I prefer the paranoia, I would rather have no idea what’s happening in Cupertino. Perhaps that sort of attitude comes with ownership in the company, no matter how little.

Even a little surprise tomorrow would constitute a nice touch.

Vonn Scott Bair

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