Writing about Apple products have been my livelihood for almost 10 years, so I remember the time when we were eagerly waiting for iPhone X and every leak of information was almost sacred. At that time, very little information leaked and overall Apple managed to keep information about upcoming products almost perfectly under wraps. Yes, nakoneWhat are we talking about? iPhone They already learned quite a bit about X before the show, but in no way can we say that we know him as well as we know the new generation. iPhone before its introduction in recent years. Moreover, information leaks are increasing year by year, and when I followed the events at the IFA trade fair on the Internet this year, I honestly wonder whether it is Apple It still makes sense to imagine iPhone in early September and trying to keep information about it under wraps, when it will actually be revealed through mockups a few days before its official premiere. Apple Keynote 2026 will take place on Wednesday, September 9th.
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It is no secret that in the past Apple fought hard against leaks. For example, in 2010, Apple about a lost iPhone 4 prototype, Gizmodo took to the web with such vigor that it seemed as if it wasn't a phone left in a bar but a coup d'état in Cupertino. Gizmodo bought the device, took it apart, and showed it to the world before it was even released. Steve Jobs he managed to pull out on stage, which Applu was ruined by a perfectly choreographed magic trick. The company reacted harshly, with requests to return the prototype, legal pressure, and even a police raid on editor Jason Chen's home. So it was then Apple evidently completely obsessed with secrecy as part of the brand and at the same time had the ability to turn even his own embarrassment into technological mythology. But that is no longer the case today. Information leaks are both plentiful and already Apple it is not fighting against them nearly as aggressively, as evidenced by the events at IFA in recent years.
Although Apple paradoxically, it does not appear at the IFA fair, given its position in the technology market, this fair revolves largely around its products, or rather, around accessories for them. The catch, however, is that these accessories are presented on mock-ups of upcoming new products, which are to premiere at the very beginning of September, just a few days later, given the timing of the fair. In recent years, this has revealed the colorful varianty, last year the appearance of the super-thin iPhone Air or rear photo module iPhone 17 Pro and this year in full beauty iPhone UltraAnd since mockups of these phones are appearing on the stands of the largest and most well-known manufacturers, it is virtually certain that we are indeed looking at the near future.
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On the one hand, this is interesting for a technology fan, but on the other hand, unfortunately, we lose any surprises in terms of appearance, which is quite a shame. After all, it is the appearance that can attract a person "at first sight" and attract them to a given technology. However, as I wrote above, Apple takes a completely benevolent approach to these "leaks" and does not address them at all, even though they de facto mean that his Keynote It will lose its imaginary spark and those who are not really interested in technical specifications, but only in appearance, will not even need to look at it anymore.
Honestly, I'm quite surprised by this approach, because I think it's also because of it. Apple products are becoming a bit of a boring affair that people are less and less interested in precisely because there is no longer that aura of mystery around them until the very last moment. At the same time, I am quite surprised that Apple doesn't really try to fight things like that. Or rather, yes, he sues someone here and there. leakerand, but I dare say that for every lawsuit there are 10 other major leaks. However, in order to Apple nekróvdil, I must add in one breath that today's era is of course much more difficult to combat information leaks than in previous years, because the speed of information dissemination has increased extremely and the methods that were sufficient to suppress leaks in the past may simply no longer work.
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At the same time, I wouldn't be surprised if Apple He deliberately ignored these leaks and actually fueled them to some extent with his inaction, because this is free marketing of his products, from which he himself will make the most money at the end of the day anyway. All the articles that are written about them or videos that are made about them will only increase their reach and even if they reveal them a little, in the end they will still let the world know about them. Honestly, I don't really know what to think about the whole situation, because on the one hand I'm sorry that the mystery around Apple has kind of died down, but on the other hand, I can vividly imagine that it is actually an intention on the part of the Californian giant, or if you like, a change of strategy, which has brought it to where it is now financially. So although I write in the title that the performance iPhone in September it stops making sense, I actually have toonec to acknowledge that it can, on the contrary, make absolutely perfect sense.
