This is just one part of a long series of Apple analyses John Kirk is writing for Tech.pinions. The series is great, but this one is just chock full of goodies, a fun read.

For example:

Roadmaps work well for some companies, especially those companies that work hand in hand with partners. The roadmaps of Microsoft and Intel worked great because they allowed the two companies to coordinate their efforts and work toward a common goal. But why would Apple ever want to publish a roadmap?

For example, Apple was working on the iPhone for years and years and years before they released it in 2007. Imagine if they had laid out their plans for the iPhone in a roadmap published in 2003, or 2004, or 2005, or 2006. Who would that have benefited?

It might have made Apple’s investors happier — although I doubt it. It might have made Apple’s critics happier — although I SEVERELY doubt it. No, the only ones who would have been happier would have been Apple’s competitors. And Apple doesn’t want to make their competitors happier.

And this quote from the book Design Crazy by Max Chafkin:

I (Brian Maggi) started with Apple in 1992 on the Newton, which was a quasi top-secret project. Then Sculley did a demo at CES [the Consumer Electronics Show] with the Newton tethered to a IIfx, which was this monster Mac the size of a suitcase. That was the way Apple would do things. Be kind of secret, but the minute they got something working, barely working, they showed it to everybody. Then for two years you’d listen to people ask about where it is.

My 2 cents? I love the not knowing. It can be maddening, but when Apple manages to keep things under wraps (harder and harder to do), the unveil of something truly innovative and new is one of my favorite delights.