Looking at this video (CNET), I found an interesting statement by Steve Mullaney of BlueCoat Systems whose company slogan is “we keep good employees from doing bad things on the internet” :
…a very high profile computer company that has a yearly following, a yearly event where they talk about their roadmap and what they are doing and a week before that event, somebody on IM sent some attachments on what that particular CEO was going to talk about at that particular event. And this is a very open company that is very free with ideas and very free with their network and so forth and locked that down because that was impacting their business and they let that secret out.
Sounds to me a lot like Apple. Despite being thought of as “tight lipped” Apple is a rather open company. Just about all their products get leaked a little early, and it typically greats a lot of good buzz that gets people excited and attracts attention. Don’t think Steve Jobs isn’t aware of that.