The Washington Post

Another convenient iWatch leak: Apple reportedly has 100 designers working on it

How do you successfully leak a story? The recent spat of Apple iWatch news could be a solid lesson.

After reports that Apple was developing a curved screen smartwatch from the New York Times and the Wall Street Journal this weekend, now we’re hearing that the company also has 100 designers working on the project in the latest report from Bloomberg.

It’s tough to call three reports from major publications within just a few days coincidental. While Apple has never admitted to the practice, it’s widely believed that the company often significant news to the press (it helps to control the story, and it’s a nifty way to squash erroneous rumors). And right now it appears that we’re seeing Apple’s press manipulation in full swing.

Consider how each report gave us a sliver of information: The NYT kicked off the recent rumor and brought up the notion of curved glass (using new technology from Corning); the WSJ pointed out that Apple has been in discussions with Foxconn about it; and now Bloomberg’s report is hinting that it’s likely closer than we think. Apple doesn’t throw 100 designers at something that won’t make it to the market, after all.

It’s almost as if the iWatch reports are each conveniently placed pieces of a larger puzzle — ultimately, they lead to the compelling narrative that Apple is about to revolutionize the industry yet again with a new smartwatch.

Bloomberg notes that Apple’s James Foster, a senior director of engineering, and Achim Pantfoerder, a manager within the company, are part of the project. Intriguingly, Apple has also considered wearable fitness trackers in the past that were never released, the report says.

At this point, I wouldn’t be surprised to see Apple debut the iWatch this year. It’ll give the company a shot of life in a year where it’s expected to introduce a slightly better iPhone 5, the iPhone 5S, and minor revamps to the iPad and iPad Mini. There are also rumors that Apple is considering a bigger iPhone, but even that honestly doesn’t seem that innovative. I don’t expect the iWatch to be as revolutionary as the iPhone, but it has the potential to be a popular accessory that further cements consumers into the iOS ecosystem.

Copyright 2013, VentureBeat



Success! Check your inbox for details. You might also like:

Please enter a valid email address

See all newsletters

Show Comments
Most Read



Success! Check your inbox for details.

See all newsletters

Your Three. Videos curated for you.
Play Videos
From clubfoot to climbing: Double amputee lives life of adventure
Learn to make traditional soup dumplings
Deaf banjo player teaches thousands
Play Videos
Unconventional warfare with a side of ale
The rise and fall of baseball cards
How to keep your child safe in the water
Play Videos
'Did you fall from heaven?': D.C.'s pick-up lines
5 ways to raise girls to be leaders
How much can one woman eat?
Play Videos
How to get organized for back to school
How to buy a car via e-mail
The signature drink of New Orleans

To keep reading, please enter your email address.

You’ll also receive from The Washington Post:
  • A free 6-week digital subscription
  • Our daily newsletter in your inbox

Please enter a valid email address

I have read and agree to the Terms of Service and Privacy Policy.

Please indicate agreement.

Thank you.

Check your inbox. We’ve sent an email explaining how to set up an account and activate your free digital subscription.