Surprises are dead

Gary Cutlack at TechRadar:

If feels as if most tech announcements now lack the element of surprise that they so often used to have. Most of the bare-bones stuff is outed beforehand, while the more fanciful rumours of exciting new and innovative features turn out to be wrong, leaving us with an official product that can't live up to the rumoured, half-right, half-wrong version. [...]

Not only is the leak-based news cycle diminishing the impact of new product reveals, it often feels as if it's being orchestrated by the smartphone makers themselves. I feel that the only alternative explanation could be that all the major tech companies are staffed by imbeciles who care more about their Reddit account status than their jobs.

You can see why people are suspicious about tech leaks. They could well be, and probably are in some part, orchestrated by the brands as a way to drum up hype and get press attention ahead of officially revealing their newest smartphone or wearable. As Gary points out in his piece, instead of keeping everything secret and having one blowout unveiling, they garner months of steady press in the tech blogosphere, keeping their new product in the minds of tech fans. Even Apple, a company known for its secrecy surrounding new product launches, will likely leak stories to select members of the press as part of its marketing machine. 

There's nothing better than watching a tech keynote and being surprised by what is announced, and that feels rarer and rarer these days. But we've only got ourselves to blame. 

Source: TechRadar