Sept. 9 event looms but mum's still the word at Apple

Bolaji Ojo EE Times (09/02/2009 12:41 PM EST)

Getting basic information on Apple Inc. is akin to pulling an ingrown molar.

On Wednesday (Sept. 9), the company will reportedly share its latest product announcement during an "invitation only" event in California, continuing the saga of analysts, investors and everyone else speculating on the company's activities. It is not hurting Apple share price, which rose during intraday trading on Wednesday (Sept. 2).

What Apple plans to announce Sept. 9 is a closely held secret. In fact, the event is so super-secret the company did not even put out a press statement on it. Speculations have reached boiling level across the industry with investors, suppliers and consumers all struggling for any kinds of hints about the event. A spokesman for Apple did not immediately respond to e-mailed request for information on the Sept. 9 event.

To get real, actionable intelligence on Apple, you would have to be a supersnoop who's able to get information without violating the law or ticking off the computer and consumer electronics company. Such a super snoop is urgently needed to break Apple's growing stranglehold on its investors, suppliers, rivals and the extended supply chain.

That Apple is a secretive company is generally acknowledged within the electronics industry. Even current and past suppliers, analysts and investors typically are unable to gain direct access to information on the company's future product lineup, updates and launch dates. Former business partners, employees and contractors live in fear of Apple and generally decline to comment on their previous association with the company.

This has worked very well for Apple by driving up anticipation to feverish levels ahead of formal product announcement events and even on the equity market where regular investors, fund managers and day traders spend hours tracking the numerous blogs and news sites dedicated to news and tidbits on the company.

Recent good news from Apple's Cupertino, Calif. headquarters regarding explosive sales even during a global economic recession have helped power the company's stock price higher in recent months. However, part of the increase can be attributed to speculations by investors on what new products Apple is working on and the likely impact these might have on sales and margins.

Apple encourages the hype. For instance, the "invitations only" Sept. 9 update is driving even more attention to the company. Industry observers say Apple might announce upgrades to its iPod touch that would include the addition of still and video cameras; updated iPod nano with camera capability; perhaps the Apple tablet; iTunes upgrade and a raft of other possibilities.

Whether you are an ordinary investor, fund manager, component supplier or a design engineer working on apps for the company's varied product lines, the challenge remains the same: product roadmap information on Apple is hard to come by.

That presents a conundrum for the IC community, software developers, investors and other support service providers in Apple's extended supply chain. The question for many is: do you continue to patiently wait for Apple to dole out information on its own timetable or do you go around CEO Steve Jobs and his management team for information you need today?

The only really viable option for dealing with Apple, one of the most dynamic and successful companies of the early 21st Century, is a combination of company released information and serious sleuth work. Anything else plays into Apple's hands as the company has built virtual walls around its operations to ensure it can control when and who gets access to what information about its operations.

That's Apple's prerogative. However, in order to effectively support the company's products or even design competing hardware and software items, everyone involved in the extended Apple eco-system—contract manufacturers, semiconductor suppliers and software designers, analysts and investors—have an obligation to seek out any information it wants to hide.

Here's why: Good intelligence is critical to decision making in any endeavors, personal or corporate and the ability to source necessary information and act on them help define success or failure. So far, Apple has made going round and breaching its information fortress the only viable option available to its varied audiences, including end buyers of the company's products.

Whoever has good intelligence on what Apple might do next stands a chance of better supporting such products or positioning itself to be a stronger rival. Getting such information on Apple should be a priority for everyone in the company's orbit.

The only caveat: Please do not break the law and if you are a current or potential supplier, don't let Apple know you are snooping around.