Here’s why Apple says it hates leaks

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Apple is notorious for being a secretive company, and a recent cease and desist letter obtained by Motherboard sheds new light on exactly why, arguing that the leaks are hurting accessory makers, consumers, and Apple itself.

A C&D order sent by Apple lawyers in China to a Chinese national reportedly says that leaks about Apple’s iPhone dimensions may mislead case manufacturers, who may make accessories that are incompatible with the final product. As Apple says, “Manufacturers of third-party accessories may develop and sell mobile phone cases and other accessories that are not actually compatible with unreleased products.” Motherboard notes that the Apple accessory market is estimated to be worth about $20 billion worldwide.

“The secret of Apple’s latest technology innovation is an important part of the company’s DNA”

Apple also says that the leaked information prevents the company from surprising and delighting consumers at launch events. “Apple has made every effort to take strict measures to maintain the confidentiality of any information about Apple products prior to their official release to ensure that each time Apple releases a new product, it can surprise the public,” the letter reads. “The secret of Apple’s latest technology innovation is an important part of the company’s DNA.”

“Such situations are detrimental to the interests of consumers and Apple. Therefore, it is clear that when unpublished information about the design and performance of Apple products is kept confidential, it has both actual and potential commercial value,” the Apple letter stated.

The message was sent as part of what appears to be a crackdown on the sale of prototypes of unannounced Apple products on social media. These devices were allegedly stolen by factory employees and sold to anyone who could profit from them, often resulting in information about products being made public well before their official announcement.

Motherboard states that the cease and desist letter it received was dated June 18. It is unclear how many individuals have sent similar messages, but it does indicate that the month coincides with the Twitter account of the seller, which has been dubbed “Mr. White,” disappearing from the platform. Also in June, a leaker known as “Kang” revealed on Weibo that they had received a notification from the company, and indicated that they would stop posting about the upcoming devices.

In addition to what Apple specifies in its letter, there are a host of reasons why companies are widely understood to not want to make their undisclosed plans public. The release of confidential product information may allow competitors to start developing counterfeit devices early. And hearing that an upgraded device is on the way may make people less likely to buy an existing model, according to the so-called “Osborne effect.”

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