Six Colors
Six Colors

by Jason Snell & Dan Moren

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By Dan Moren

The Back Page: Keep it secret, keep it safe

Tim Cook
(Photo by Drew Angerer/Getty Images)


At Apple, our values are strong. We care about the environment, we look out for workers across our supply chain, and we pride ourselves on creating a welcoming, inclusive space for everybody.

But above all, we keep our mouths shut.

It’s come to my attention in recent days that this core value of secrecy has not been taken seriously by some amongst us. Not only have we seen leaked product information, but internal communications have found their way into the press—even our internal communications about not leaking our internal communications. Honestly, it’s made me reconsider our commitment to basic reading comprehension.

That’s why I’m pleased to report that we’ll be quintupling down on secrecy at Apple. That commitment will start at the very top: I know in the past, I’ve been viewed as a bit of a chatterbox CEO, always sharing the details of my personal life in the press, but that stops now.…

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