Well played, Apple

April 20th, 2010

Only one thing is definitely true about the headline-grabbing melodrama going on over at Gizmodo: it’s all good news for Apple. It doesn’t even matter whether the alleged iPhone 4.0 prototype really was left in a bar by an overserved young Apple engineer — they’ve garnered a huge amount of attention throughout an entire news cycle, without actually revealing anything definitive (only a new piece of hardware that may or may not be the actual iPhone 4-HD-whatever), while sowing just enough doubt to keep some of the wavering faithful from leaving the fold for one of the sexy new Android phones like the Droid Incredible (arguably worth a few lost sales between now and June). And there’s still plenty left to reveal in June, including the actual screen resolution, front-facing camera (or not), and whatever else Gizmodo didn’t uncover. And they get valuable early feedback on the design — whether or not they could or would ever tweak it based on such feedback — while still being able to claim it’s not the final unit. And, hell, they could probably still even sue Gizmodo if they wanted, if the whole thing started to look too perfect.

Fake? Leaked? Stolen? Red herring? It doesn’t even matter. Apple wins.

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