Dummy details

Apple's famous secrecy is becoming a joke

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No need to wait until September.

If you want to get a really good look at Apple’s upcoming iPhone 17 lineup, which Apple has tried very hard to keep secret, check out our top post.

The new handsets, which Apple goes to GREAT lengths to keep under wraps until their official unveiling, are revealed in all their detail. And when I say all, I mean ALL their detail. These might as well be the real things.

You can see all the colors of the new handsets, including a bold new orange colorway for the iPhone 17 Pro Max.

You can examine the beefier camera module, which stretches all the way across the back of the Pro models.

You can also see exactly where Apple is relocating its logo to a new, lower position.

About the only detail missing is the new Camera Control button on top, a late and somewhat-sketchy rumor.

If these dummy units, posted by ace leaker Sonny Dickson, are accurate, Apple’s famous secrecy about unreleased products is becoming a joke.

Every year, the leaks and rumors get ever more comprehensive until we reach a situation like this, which is almost parodic, where we get extremely accurate and detailed facsimiles like these.

Of course, they could be complete bunk and come September Tim Cook will be like ‘psyche!’ — but I doubt it. These dummies look legit.

Also in today’s newsletter:

— Leander Kahney, EIC.

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One more thing ...

It’s easy to throw stones at Microsoft. They’ve clearly fallen from their dominance. They’ve become mostly irrelevant. And yet I appreciate what they did and how hard it was. They were very good at the business side of things. They were never as ambitious product-wise as they should have been. Bill likes to portray himself as a man of the product, but he’s really not. He’s a businessperson. Winning business was more important than making great products. He ended up the wealthiest guy around, and if that was his goal, then he achieved it. But it’s never been my goal, and I wonder, in the end, if it was his goal. I admire him for the company he built—it’s impressive—and I enjoyed working with him. He’s bright and actually has a good sense of humor. But Microsoft never had the humanities and liberal arts in its DNA. Even when they saw the Mac, they couldn’t copy it well. They totally didn’t get it.

— Steve Jobs, 2011.

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