--- title: "Meaning & Key Takeaway of: Apple does a very good job of not letting…" description: "\"Apple does a very good job of not letting its competitors know what it is working on, and Apple does a very good job of not confusing customers by caus..." image: "https://sms4smile.com/quotes/i/d6d/adam-lashinsky-3927_apple_apple-does-a-very-good-job-of-not-lettin_366240.jpg" --- # Apple does a very good job of not letting its competitors… ![“Apple does a very good job of not letting its competitors know what it is working on, and Apple does a very good job of not confusing customers by causing them to anticipate what the next new thing is going to be and then causing those customers not to buy the products that are on the shelves now.” quote by Adam Lashinsky](https://sms4smile.com/quotes/i/d6d/adam-lashinsky-3927_apple_apple-does-a-very-good-job-of-not-lettin_366240.jpg) [Download](https://sms4smile.com/quotes/i/d6d/adam-lashinsky-3927_apple_apple-does-a-very-good-job-of-not-lettin_366240.jpg) [Open image](https://sms4smile.com/quotes/i/d6d/adam-lashinsky-3927_apple_apple-does-a-very-good-job-of-not-lettin_366240.jpg) > “Apple does a very good job of not letting its competitors know what it is working on, and Apple does a very good job of not confusing customers by causing them to anticipate what the next new thing is going to be and then causing those customers not to buy the products that are on the shelves now.” [Adam Lashinsky](https://sms4smile.com/quotes/author/adam-lashinsky/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Apple keeps product plans secret to avoid alerting rivals and to prevent customers from delaying purchases for future releases. **In simple terms:** Apple hides plans to protect sales. Key Takeaway Maintain secrecy to sustain current demand. Themes strategy competition consumer behavior Mood cautious strategic Type business marketing When to use this quote - product launch planning - sales forecasting - marketing strategy Key Concepts product secrecy market timing brand loyalty Questions to Reflect On - How does secrecy affect brand trust? - What alternatives exist to manage product cycles? A Different Perspective Secrecy can backfire if customers feel manipulated. ★ ★ ★ ★ ★ No ratings yet [Apple](https://sms4smile.com/quotes/about/apple/) [Apple Does](https://sms4smile.com/quotes/about/apple-does-1518814/) [Causing Customers](https://sms4smile.com/quotes/about/causing-customers-3351920/) [Confusing Customers](https://sms4smile.com/quotes/about/confusing-customers-3351919/) [Good](https://sms4smile.com/quotes/about/good/) [Good job](https://sms4smile.com/quotes/about/good-job/) [New](https://sms4smile.com/quotes/about/new/) [Next](https://sms4smile.com/quotes/about/next/) [Technology](https://sms4smile.com/quotes/about/technology/) [Working Apple](https://sms4smile.com/quotes/about/working-apple-2785446/) ## Related quotes > [“The apple does not fall far from the tree.”](https://sms4smile.com/quotes/harper-lee/the-apple-does-not-fall-far-from-the-tree/) [Harper Lee](https://sms4smile.com/quotes/author/harper-lee/) > [Apple does magical things, but it does magical things that are a combination of a product, a service, a system, and an experience with…](https://sms4smile.com/quotes/john-sculley/apple-does-magical-things-but-it-does-magical-things-that-are-a/) [John Sculley](https://sms4smile.com/quotes/author/john-sculley/) > [I started working at Apple about 18 months after I bought my Apple II](https://sms4smile.com/quotes/andy-hertzfeld/i-started-working-at-apple-about-18-months-after-i-bought-my-apple-ii/) [Andy Hertzfeld](https://sms4smile.com/quotes/author/andy-hertzfeld/) > [I've really enjoyed working together with Apple to help launch their new streaming service. 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