Michael Lopp discusses Apple’s famous secrecy in the context of the “One More Thing” keynote moments during the Steve Jobs era. As usual, he nails it:

The best stories, the ones we love, have a surprise ending. Since Steve returned to Apple, an essential part of the keynote was the anticipation of the unexpected, and that means aggressive and invasive secrecy. Not because they don’t want you to know, but because they want to tell you a great story.

His point is that “it’s not secrecy, it’s theatre.” Great article.