How the iPhone avoided being leaked

We all knew Apple was going to announce the iPhone at yesterday's Macworld keynote, but we didn't really know, y'know? Despite years of anticipation, false starts, and promised rumors, we can't decide if we're more impressed by what Apple managed to pack into the iPhone's slender frame or their ability to keep the entire thing an absoloute secret. Fortune takes a look at the process, covering the highly secretive cooperation with cell-carrier Cingular, the unusually distributed effort within Apple itself, and the increasing strain placed on the personal lives of employees tasked with long hours and strict confidentiality. Perhaps most interesting was the creation of "bogus prototypes" that they used with not only Cingular executives but with Apple exployees themselves. Lucky for us, an insider deep inside the core of Apple sent us this cameraphone snap of an early prototype featuring a (now absent) external antenna. What is that, a granny smith? Sweet! Errr, rather, sour.

[marty @ Jan 10th 2007 8:16PM]

you should post that pic. and plus,"and the increasing strain placed on the personal lives of employees tasked with long hours and strict confidentiality."... hahahha apple and their secrets

[Alcaron @ Jan 10th 2007 8:18PM]

They were being what passes for clever around here...that pic on the right IS the pic they refer to.

[Alcaron @ Jan 10th 2007 8:16PM]

"we can't decide if we're more impressed by what Apple managed to pack into the iPhone's slender frame"

lol what, the lack of 3G?

Seriously, there is nothing all that impressive stuffed in there, and its not even that small, or did you forget the comparison posted on this very same site vs. phones with damned near everything the iPhone has in it (sans the built in flash storage and thats not a size issue) but definitely beting it in other feature areas.

How many more days before we stop getting an apple post every hour?

Let me rephrase that, how much advertising time did Apple buy from you guys?

[Zadillo @ Jan 10th 2007 8:22PM]

Apple has already said that future versions will have 3G, etc. so that is just a matter of time.

But really though, you've looked at some of the demonstrations of its capabilities and what is actually packed in there and don't see anything impressive about it? I personally think it is pretty remarkable that they crammed this "Mini OS X" or whatever it is in there, and I also think the multi-touch interface looks really impressive, so I certainly am pretty impressed with what they managed to get in there. Compared to my current phone (a Treo 650), it seems like a remarkably more advanced device. And with the little time I've spent playing with a Treo 700 and a Motorola Q, the UI alone and application capabilities seem pretty impressive.

I'm not going to sweat the lack of 3G just yet, especially knowing it is coming eventually.

[Zadillo @ Jan 10th 2007 8:24PM]

Oh yeah, also, you think Engadget is only covering this because Apple is paying them to? Give me a break. Engadget covers gadgets. The iPhone is one of the most talked about gadgets around right now, and there's a lot of interest on all aspects of it (hell, there's a huge discussion just on the trademark issues with Cisco suing Apple over the name). Do you really think that Apple needs to pay sites like Engadget to actually generate this kind of interest or discussion? I guess if you really believe the product is nothing special and doesn't do anything new or interesting compared to other devices, I can understand why you must think that the only reason for all this interest is because it is paid for.

[lewah @ Jan 13th 2007 8:15PM]

Wow - a post direct from Finland!

[Ben @ Jan 10th 2007 8:19PM]

Granny Smiths are green. Get your facts straight.


Im surprised too that they kept this a secret.

[Dan @ Jan 10th 2007 9:30PM]

Aye, that's a Royal Gala.

[Alcaron @ Jan 10th 2007 8:28PM]

Thats great but until its actually inside why would you be impressed with it being crammed in there?

Theres no reason to believe adding it wouldn't affect the size (maybe it would, who knows), point being its not impressive what they say they WILL do.

And yeah if you have a palm OS based phone (I dont keep up on the treos, never been a fan) then yeah I would imagine the iPhone looks awesome.

But no, I don't consider an embedded OS that doesn't even allow third party apps and a touchscreen as impressive, considering there are several embedded versions of Windows out there (the Q runs one).

Nothing about that is new. You may like their interface more but nothing is really impressive from a technical standpoint. So no, the simple fact of the matter is I don't see anything impressive given its size. Which is what we were talking about.

[Alcaron @ Jan 10th 2007 8:29PM]

What new and interesting thing does the iPhone do.

[Zadillo @ Jan 10th 2007 8:38PM]

Fair enough, until they actually release a 3G iPhone it is irrelevant.

It isn't known yet that the iPhone won't allow third party apps - so far we've seen a few analysts speculate that, but nothing Apple has said indicates it will be closed. I suspect that there will be some way or another for third party apps to be made for it (otherwise the emphasis on OS X, Cocoa, Core Animation, etc. makes it seem pretty pointless).

I am somewhat familiar with Windows Smartphone and Windows Mobile (I've played around with a Treo 700w, and also the Motorola Q and Samsung Blackjack).

I guess that's the thing, if you focus solely on the specs, then yes, it doesn't stand out (although the tech behind the multitouch interface still seems pretty interesting to me regardless). But I think what does make it stand out ultimately is the software and interface. It frankly blows away my Treo, and from the time I have spent with Windows Mobile and Windows Smartphone on the Q, Treo 700w, etc. I don't think they are really comparable. Of course, I don't think they are trying to be (Windows Mobile especially I think is clearly trying to offer something else).

Anyway, I can't really change your mind on this. If you've looked at the interface and apps and either aren't impressed or don't like it or don't care, there's nothing I'm going to be able to say that will change things. And personally, I can't say anything for sure until I can actually hold one in my hands and use it myself.

But the impressive aspect of the iPhone to me is the software, and also that whatever hardware inside it is capable of running that software. What I have seen of it impressed me much more than the Palm OS in my Treo (which is good anyway, since the Palm OS as we know it is dead). And I also haven't ever really liked the Windows Mobile interface, although I'll admit the latest iterations of it have gotten better.

[Zadillo @ Jan 10th 2007 8:42PM]

Alcatron, have you had a chance to look at the demonstration movies at www.apple.com/iphone (or even perhaps watch the keynote, where he actually does a live demonstration of the various capabilities of it)? They personally helped me a lot to understand more about it. I think if you just say "it has a web browser", that doesn't mean anything, since lots of phones have web browsers. Same with saying "it has a music player", "it has contact management", etc. Again, I think what it boils down to for me is the software interface and how you interact with it. Even the things that aren't dramatically new are still interesting in my opinion because of the way they have implemented the touch interface, and even simple things like managing contacts, organizing conference calls, etc. Aside from that, the idea that it is actually running OS X on there, and can allow for desktop-class apps running on it is interesting (and I am still not convinced that this is going to be a closed system; I don't think Apple would put OS X on this if they weren't going to open it up to third party development). At a bare minimum, even if there isn't full app development I think there will at least be third party widgets.

So, I think that's what is really interesting about the iPhone, the OS that powers it and the way they have implemented the touch interface, particularly the multitouch stuff.

[Alcaron @ Jan 10th 2007 8:54PM]

Well you mention being familiar with this phone and that phone but you can't really compare them because those phones you've held in your hand and used, the iPhone just has publicity videos right now.

And honestly look the OS might be just dandy, thats not the point, the point I originally made wasn't that the iPhone is some giant turd, its that engadget acts like "OH MAN HOW DID THEY CRAM SO MUCH COOL TECHNOLOGY INTO SUCH A SMALL PACKAGE!!!1!" when in reality they didn't cram much at all in there.

[whiskey @ Jan 10th 2007 8:38PM]

Oh that one's a no brainer... you just make them sign a confidentiality agreement that has a death clause.

"... 8. In the event that the part of the second part decides to talk to the part which represents a third part, then such second part should get executed immediately in a cruel and unusual way..."

That should discourage anyone.

[rp @ Jan 10th 2007 8:40PM]

I can name at least 1 new and interesting thing that the iPhone does.

Non-linear access to voicemail.

Boh.

[VidiotGeek @ Jan 11th 2007 11:22PM]

Yes, and unless I missed something, full rich HTML email and a web browser that views a regular web page as opposed to some specially formatted teeny tiny one is in fact quite impressive. Not to mention an interface that allows these things to actually be usable. I also don't think I've ever seen that landscape/portrait switching trick on any other phone? This all sounds unprecedented unless i am missing something? To those people who say something to the effect of "it's not that impressive when you take away the interface." My response is, "that's a nice space ship but when you take away those rockets, it's just a big tin can" or "that's a nice car but it's not all that great when you take away that steering wheel." The interface is a HUGE part of the experience, don't underestimate it's importance.

The fact that it runs at least a variant of OS X with the same core technologies means that I am anxiously anticipating this years WWDC. I think Xcode for Leopard has some surprises up it's sleeve for the iPhone.

[Alcaron @ Jan 10th 2007 8:56PM]

It's not ACTUALLY running OSX anymore than my HTC phone runs Windows.

Just because its called OSX doesn't mean it IS OSX, its just an embedded version of the OS, just like windows mobile, its really not that impressive a feat to make a embedded OS, I promise, hell, if MS can do it damned near anybody can! ;p

[David @ Jan 10th 2007 8:49PM]

Apple hasn't been about releasing newly invented things. They seem to be about reinventing what has already been done and doing a damn good job at it. For instance, the iPod wasn't the first mp3 player. Mp3 players were lacking but because Apple reinvented what an mp3 player should be, they won the market share they have today. (and everyone else seemed to follow) Just like they didn't invent the mp3 player, they are not inventing the phone but doing it better than anyone else.

[Javaflash @ Jan 10th 2007 8:46PM]

I'm really confused why so many people complained about a lack of 3G. Could someone please explain why that's a problem to me a little?

Better sound quality, better data, better battery life, and etc...

No sarcasm. It really is a genuine question. Thanks in advance.

[Owen V @ Jan 10th 2007 8:51PM]

wifi, gsm/edge, bluetooth, the flash memory could take up a space as small as a microsd card expansion slot which this phone doesnt have so like you said, lets ignore it but, an accelerometer, proximity sensor, a halfVGA display that has 24bit color not the 16 or 18 on virtually all other phones...a full sized 3.5mm headset jack... ok so ignoring the grammer of that list Apple put a lot in the slim device. its height and width dimensions are larger than the treo and the pearl so it can have such a large display.

I'm not an apple fanboy and have never even owned and ipod and I dont plan on buying this but its impressive.

Alcaron your frequent anti-apple and anti-engadget posts are pretty annoying, why don't you just stop reading engadget if it bugs you so much?

[glacia @ Jan 10th 2007 9:02PM]

Apple's giggling schoolgirl "we've got a secret" way of doing product introductions is a bit of an oddball way of doing things that sometimes works for them. For the most part it did work for them in that everyone got excited about what they introduced - this time. Last time with the speakers not so well.

Also I'm betting had they not kept it so secret the whole thing with the Cisco lawsuit would be over and settled. Now Cisco has them over a proverbial barrel. Can they now really do the easy obvious thing which is just rename it and move on? Not after they played the "here's our secret" game.

[Zadillo @ Jan 10th 2007 9:14PM]

Sure they can. Apple already changed the name of the iTV to AppleTV. If Apple has to just end up calling it the iPod phone or whatever it is isn't going to be any skin of their nose (and a lot of people seem to think that would be a more accurate name for it anyway). It's not like this product is going to succeed or fail on the merits of its name.

For the most part Apple's general policy of keeping new product development under wraps has worked well, because generally when they finally do unwrap it, more often than not it lives up to expectations (or exceeds them; think about the initial iPod reaction, which was basically "WTF? It's just a damned mp3 player! Boring!"). The Apple Hi-Fi "event" is probably more the exception than the rule, in terms of a product that sort of came out with a thud (partly because people were primed to expect something more major).

Apple isn't the only company that does this, of course. MS has been experimenting more with it to varying degrees of success. With the Xbox 360 they did a pretty good job of building up buzz by slowly releasing close-up photos of pieces of the design to get people wondering and talking about it. The Origami hype machine probably was more of a failure though, for the same reason as above - that the end product wasn't as exciting as what the hype and buzz led people to believe it would be (heck, some of the Origami stuff gave the impression it would be some crazy iPod killer that would also let you play portable xbox games or halo or something, which is pretty misleading looking at the actual UMPC devices). I think the Zune buzz was probably fairly successful, in that the Zune generally lived up to expectations, although perhaps didn't exceed them.

The difference in Apple's case is that Apple PR doesn't specifically need to release spy photos or set up complex teaser sites or campaigns (the most they seem to do is send out simple invitations, or put a message on their homepage like they did with the "The first 30 years were just the beginning." bit). Love or hate Apple, they have built up some of this interest just because more often than not, they have created the expectation that whatever they might come up with next is worth talking about and speculating about. Apple would lose this if they kept releasing stinkers. If the iPod had just been "another mp3 player", or if the iPhone had basically just been a ROKR with a slightly nicer interface, it would put a damper on the buzz and hype and speculation that surrounds these Apple secrets.

[Zadillo @ Jan 10th 2007 9:05PM]

Alright Alcaron, I think we can all agree that until we get a chance to hold one and use one ourselves we can't say for sure what it is like. But from what we have seen, at least, it does seem to be doing some pretty impressive stuff. Aside from publicity videos, Jobs was demoing a live one at Macworld, and other people have been able to sit down with them and come away pretty impressed, so it does seem like we are at least seeing aspects of what is to come.

I honestly can't think of any other device that seems to do quite what the iPhone does with the kind of interface it does. I've already mentioned that the Palm OS Treos seem pretty junky compared to this, and the Windows based Treo is also kind of limited (especially with its much criticized 240x240 screen).

I think the full multitouch screen of the iPhone is also pretty impressive compared to the Motorola Q and Samsung Blackjack, which are more limited interface wise (of course, the OS on them is designed more to compete with the non-touchscreen Blackberry).

So considering that the size of the iPhone is most comparable to the Q and Blackjack, but that it does offer a much larger screen and applications that seem more powerful and full featured (in some areas at least), I think that is pretty notable.

Either way, you seem to be focusing on the specs of it, and coming away unimpressed. If you don't like or care about the OS and UI and applications on it, I do not blame you for not seeing why some people are interested in the iPhone.

[Kevin @ Jan 10th 2007 9:09PM]

That is much more than embedded version of OS X. Did you watch the demo, that OS performs wonderfully. It is also backed by key OS X features like core animation. And remember OS X has unix under the hood, so to compile the OS X kernel for it wouldn't be hard while still maintaining OS X in its true form.

It may not be a feat, but that is OS X under the hood.

[matt byrne @ Jan 10th 2007 10:02PM]

A phone with Wifi is certainly impressive. In the UK market, the majority of PC's don't have it built in, let alone phones. Why 3G anyway, when this will let you use Safari and Wifi? The screen is a great idea as well. Certainly makes my SE K750i seems boring.

Biggest thing of all, this is being aimed at the sort of people who'll get new contracts every time a new Samsung or Razr launches, not business folks.

[nah @ Jan 10th 2007 9:21PM]

Alcaron: " ... its not even that small, "

i dont really know wut kind of drug u on now, but i am sure it does its job well... that thing has a 3.5in screen... err... a 3.5in screen... it has to big enough to fit that 3.5in screen, doesnt it? would you say " ... its not even that small, " to a 50in LCD?

[Jason @ Jan 11th 2007 6:29AM]

FYI, Granny Smith Apples are usually green. Obviously not fruit connosuiers at engadget :)

[mangrilla @ Jan 10th 2007 9:26PM]

Uh, Alcaron is the biggest douchebag on the planet. He's posted on EVERY SINGLE Apple post since the iPhone was launched. GET A LIFE, MAN. If you don't like that Engadget is reporting on a highly-anticipated launch from Apple, GO TO ANOTHER TECH WEBSITE (but I don't think you'll have much luck finding one that isn't reporting a lot on this product).

Fricken idiot...

[Lars @ Jan 10th 2007 10:36PM]

Hmm, no buttons...

Ever tried to write a text message (SMS or email) on a touchscreen, while driving (or while walking, for that matter)? Might sound insane but lots of people do this on their phones, blackberries, and treos. I hardly look at the keys or the screen when I type an SMS anymore (SE phone w/T9). Apple is a great design house, but they often do put form before function. (Well, others do too.)

iPhone is a nice demo design, but until it's available and reviewed it should be considered demoware. By the time it's available over here in Europe (a year from now?) it might well be hopelessly outdated. Nokia and SE, and others, already have tested, working and available platforms for most of what Apple claims, and more including live TV broadcasts over 3G.

[Brian @ Jan 10th 2007 9:59PM]

No 3G... why would a techie give a damn about this phone? This phone is simply a status symbol... no techie (someone who actually surfs the web, downloads music, or watches video on their phone) should be caught dead with it.

How incredibly stupid!

Question: Why would they not include highspeed data on the iPhone? You can't even download music over the air!

Answer: So they can sell you iPhone2

God consumers are stupid. You know this thing is going to sell like sunscreen at burning man.

Samsung, please save us (the u.s.a.) from this madness (ipod 1, ipod 2, ipod 3, ipod 4, ipod 5 [No upgrade-ability])

[No Need @ Jan 10th 2007 10:55PM]

YES!!! please KOREA!!! SAVE US!!!! lmao...

you are right maybe it was to make people buy iPhone v2... i donno much about 3G tech but ive been reading quite alot that 3G would probably drain battery life quicker.. maybe that played a roll... what ever it is stop complaining about no 3G. Everyone is complaining about it... we all know!!! thats the only complaint that every Apple hater will say right now... cuz its really the only thing that they can fully complain about and have proof and not just be making wild speculizations. Get over it!

i think the price point is too high. But, understand that the pricing is comparable to other phones that i would compete with. You never buy a 1st Gen Apple product.. anyway.. everyone knows it.. so stop b!tching and wait for the v2... its really truely doesnt offer anything that is new to mobile communications devices, but it has expanded upon them in a new way.

And people that are complaining about well i dont want an iPod/DMP & Smartphone combo.. then dont.. and enjoy carrying your brick of a zune in one pocket and carrying your smartphone that is of comparable size to the iPhone in the other.

[VidiotGeek @ Jan 11th 2007 11:22PM]

I love Apple. I'll get that out of the way now. Is the Cingulair EDGE network not highspeed? What about Wi-Fi? The data transfer speeds aren't that abysmal. Granted, I wouldn't expect to be able to rely on Wi-Fi access all that much. Also, remember that clause "product features are subject to change without notice" means you might get your damned 3G.

As for Surfing the web and watching video I's say that screen, the multi-touch interface, and Safari probably make it one of the best devices that can do both of these things out there. YouTube would be great on this thing.

[Vincent @ Jan 10th 2007 10:54PM]

I'm still a little bit anxious about a few things... One. Is it being rleased to rogers? Because my friend says that it will because the network it uses besides cingular is rogers so they have to market/provide it. But another friend says that cingular's exclusitivity is for all north america. t3wo:Will apple just make one and keep it to firmware updates and mail in memory expansion things or will they shrink it and what not.Because i don't wanna spend like 600 to get a phone that will become obsolete in like 6 months to a year(think iPod to mini to nano to second gen nano.)
Three: Will the touchscreen have a protector. The chrome back was a finger print magent and i don't want my screen to get ugly in the light after about an hour of use.
Four: Will the voicemail feature depend on the carrier. What if rogers doesn't have it? Umm also will soem features depend on the carrier.?
Five: The proximity sensor is cool but how doo you hang up? What if the proximy sensor malfunctions and the screen and touch doesn't turn on and u can't hand up?
wait untill the battery runs out?
six: Wha the hell is 3G? Is it really impostant for a teen whois just looking for a nice, well featured phone?
Also a comment: Apple said that this is five years ahead. I bet that by this day mext year some company will have improved on it(this does not include apple)
Answers would be nice

[tmkates @ Jan 10th 2007 11:17PM]

The iPhone is a perfect example of why Apple is doing so well. When they produce a product they ensure it works.
Take for example the iPod- In the world of PMPs, from a simply technological standpoint it SOULD be a failure. If compared to the disaster known as the Zune, it has no advantage other than not looking like crap (pun intended). Lousy(ish) Screen size, unimpressive battery life, no bells or whistles.

Sound like the iPhone?- With the exception of Multi touch the iPhone really has nothing special. I would argue that this NOT the lack of G3
will be what posterity (and Cingular customers) will see. I am convinced that the popularity of the iPod is completely because of the scroll wheel- People like Things they can actually use- That is what Multi Touch does.
Apple has created a product ecosystem [Bill Gates cringes] of simple, easy to use technology. Products that work as well as they look- they may not be able to squirt, but they work.

And yeah...
wait till the 2nd gen
its just smart

Apple fanboy and proud of it!

[Miles @ Jan 11th 2007 12:10AM]

I find it quite respectable that Apple and Cingular could keep the iPhone so under wraps. The amount of people that knew about it and worked on it had to be in the few hundred, and with Apple being a company that generates a very large amount of buzz on its products, it is truly an outstanding feet.

I hope I get to see an iPhone in person, but I don't think where I am in the Arctic circle give me a very good chance.

http://www.mileswilliams.net/blog/

[Xee @ Jan 10th 2007 11:08PM]

Just like to comment from my 6-some years of produce experience. That is neither a Granny nor a Gala. Looks to me more like a small Fuji or a Braeburn (hard to tell for certain in that lighting).

And to keep this on topic . . . Iphone.

[AC @ Jan 10th 2007 11:23PM]

You guys know that Apple stole 6 RF engineers from Motorola to do that pig. I'm sure Apple did the baseband stuff though.

Thing is, many people outside of Apple knew about the phone. But when you work on cellphones for a living MOST engineers don't give a crap about the coolness of one or another.

Could be phones, radar jammers or WIFI-enabled dildos but it doesn't matter. Embedded hardware all looks the same real quick.

[Drew @ Jan 10th 2007 11:46PM]

Ha its actually a McIntosh apple...



mmm delicious. Ah I love coincidences.... or maybe they were shooting for irony. Either way, iPhone looks awesome

[solar @ Jan 10th 2007 11:46PM]

Now it would be a good time for Nokia to come out with 888... and see how that would compete with iPhone. I love Apple but I still trust Nokia on the cell department.

Cheers,

Solar

[oj @ Jan 11th 2007 1:36AM]

if they really kept it a complete secret no one would have suspected.
the iphone intel and developing patents behind it were floating around for quite a while. while the exact details weren't confirmed, then again not many rumors if any have been exact, some rumors got close enough.

[John @ Jan 11th 2007 8:58AM]

Like everything Apple does, its not always about how advanced the technology is. Its about making all of the latest technologies come together with class and style, and making them easier to use than the competition.

In my opinion, Apple has done it again.

Personally, I get a free phone from work (and won't be getting an iPhone upgrade anytime soon) so I'm hoping some of the new software and hardware breaks out from the iPhone into the iPod line. I'd love to see a replacement for the iPod video based on the iPhone, sans cellular and Internet.

[Brian @ Jan 11th 2007 2:41PM]

I think the critics really need to stfu, I like Apple and I've always like their product but to expect a revision one to do everything is insane. If you look at any phone thats had a successor go back to their initial release and if they have everything that was current or cutting edge at the time. Even the ipod had revisions it wasn't until later generations of iPod did third party accessories start coming out. If this phone made an initial release in a country where 3G was standard across the board oh say ASIA than sure they'd pack 3G into it but since your stupid American telecom companies can't agree on a standard thats why they chose GSM. GSM is also prevalent where 3G is not. So before you complain bout no 3G blame you telco's for not picking one standard and sticking with it.

For example the iPhone didn't even make ripples in Japan...

http://www.latimes.com/technology/la-fi-japanphone11jan11,0,6424968.story?page=1&coll=la-home-headlines

[Jonk @ Jan 11th 2007 9:58PM]

A key part of building loyalty in a business is to develop a sense of mission. Obviously Apple is very good at that.

[Ian @ Jan 11th 2007 5:34PM]

They aren't so good at keeping secrets. If you live in the Bay Area and frequent places where people drink, Apple employees get very loose lipped.