Having worked with Apple’s marketing and keynote production teams quite a bit during my tenure leading mobile products at Adobe, I was struck by how carefully Apple decided what to reveal and when. Even after a product’s announcement, the reveal of every edge, angle, and aspect was intentional and restrained. As my friend, entrepreneur, and early Apple product designer Dave Morin once told me, “Mystery makes history.” When you leave something behind the curtain, people are more desperate to see the full picture.
