14 DAY TRIAL // John Martellaro, former senior marketing manager at Apple, has stepped forward with a few interesting claims, revealing that hype around the Apple tablet is the result of controlled leaks on behalf of the Cupertino-based company.
Martellaro reveals that, “Often Apple has a need to let information out, unofficially. The company has been doing that for years, and it helps preserve Apple's consistent, official reputation for never talking about unreleased products. I know, because when I was a Senior Marketing Manager at Apple, I was instructed to do some controlled leaks.”
“The way it works is that a senior exec will come in and say, ‘We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!,’” Martellaro continues to explain.
He reveals that Apple is careful enough not to create “any dispute about what transpired,” leaving “no paper trail to contradict either party's version of the story.” Therefore, “The communication is always done in person or on the phone. Never via e-mail,” Martellaro stresses. “That protects Apple and the publication,” he writes. Apple was also careful not to suggest there was any attempt to manipulate the stock market, according to the former Senior Marketing Manager.
Martellaro is referring to the recent Wall Street Journal post citing people briefed by Apple as saying the Mac maker “plans to unveil a new multimedia tablet device later this month,” but doesn't plan on shipping the product until March. “While the shipping time hasn't been finalized and could change, people briefed on the matter said the new tablet device will come with a 10- to 11-inch touch screen,” the report said. Those people allegedly also told the WSJ that the product would come with a 10- to 11-inch touch screen, and that the Mac maker was experimenting with two different case materials for the tablet’s shell. Apple is reportedly testing different enclosures to release multiple versions of the device at different price points.