This is a permanent problem. The launch of the iPhone X last year, you may remember, was marred by a leak to Mark Gurman of Bloomberg. And while this may have been the most important, it was certainly not the only leak that Apple had to do. In total, the company caught 29 leaks last year, all of which were fired. 12 were arrested.
Some employees, however, did not seem to have received the memo. But the press did, just after an Apple employee leaked it to Bloomberg .
Last month, Apple caught and fired the employee responsible for leaked details of a confidential internal meeting on the Apple software roadmap. Hundreds of software engineers were present, and thousands more within the organization received information about its procedures. A person betrayed their trust.
The employee who leaked the meeting to a reporter then told Apple investigators that he had done so because he thought he was not would not be discovered. But fleeing people – whether it's employees, contractors or Apple suppliers – get caught and get caught faster than ever.
In many cases, leaks do not cause leaks. Instead, people who work for Apple are often targeted by the press, analysts and bloggers who become friends with professional and social networks like LinkedIn Twitter and Facebook and start looking for information. Although it may seem flattering to be approached, it is important to remember that you are playing games. The success of these aliens is measured by getting Apple's secrets from you and making them public. A scoop on an unreleased Apple product can generate massive traffic for a publication and financially benefit the blogger or reporter who broke it. But the leaky Apple employee has everything to lose.
The impact of a leak goes far beyond the people who are working on a project.
Leak The work of Apple mine everyone at Apple and the years they invested in the creation of Apple products. "Thousands of people work tirelessly for months to deliver each major software release," says Josh Shaffer, head of UIKit, whose team was part of the iOS leak 11 last fall. "To see the escape is devastating for all of us."
The impact of a leak exceeds the people who work on a particular project – this is felt throughout the company. A leak of information on a new product can have a negative impact on sales of the current model; give rival companies more time to start a competitive response; and lead to fewer sales of this new product when it arrives. "We want to have the opportunity to tell our customers why the product is great, and not to hurt it by someone else," says Greg Joswiak of Product Marketing.
The memo is long, and this is only an excerpt from what is included. He goes on to say that the leaks have "serious consequences" and that the journalists are basically leeches who want to befriend the technology employees just to get information about these brands.
Maybe you can hear my eyes rolling, but I do not know a journalist who would sacrifice the anonymity of a source (thus risking their job or their freedom) in exchange for a history. Responsible journalists first consider the well-being of a source. One story is not as valuable as a trusted person within a company like Apple, after all. And trust works both ways.
It ends with this:
Although they have serious consequences, leaks are completely preventable. They are the result of a decision of someone who may not have considered the impact of their actions. "Everyone comes to Apple to do the best job of their lives – a job that matters and helps the 135,000 people in this business do together," said Joswiak. "The best way to honor these contributions is not to sink."
I have a different solution for Apple, one that could minimize future leaks. Perhaps the company could take a look at its slogan and "Think Different", especially in its operation with the press. When Apple PR does not engage with most media – instead of adhering to a closed-garden approach in order to control the message – reporters are looking for this information themselves.
When reporters look for information, Apple should not be surprised when they find it.