Apple is a huge target for rumors and leaks. Even before they were as massive as they are now, the rumor mill would churn with anticipation before any sort of Apple event.
I have to believe that on some level, Apple loves the attention. But I also feel bad for the people who work so hard on these products, and are so excited for their grand announcement, only to have the leaks come out (sometimes just hours before) and ruin the surprise.
I have a hard time feeling sorry for Apple as a whole though. They’re insanely successful, loaded with cash, and increasingly doing things that feel pretty gross to me.
There’s a whole lot of smoke right now surrounding tomorrow’s event. And while I’m incredibly excited for the rumored products, I’m also not holding my breath. More often than not, the rumors miss. They’re either complete wrong, or lacking some critical piece of the puzzle that makes the ultimate reveal a very different story.
Honestly, I love going into these events blind and being truly surprised. But I still find it hard to resist the temptation of a new Mac rumor springing up. The good news is that even with all of the rumors surrounding Apple, we never really know what’s going to happen until Apple tells us. And I like it that way.