You can’t have missed all the recent leaks. What used to be occasional glimpses into Apple’s future plans, followed by scripted public events, has now become a cadence of leaks followed by announcements.
Apple can’t seem to make a single move without it being telegraphed in advance to its users, usually from the same sources. We get treated to spookily accurate predictions about the big announcements, such as new iPhones. But now we also get a heads up for the smaller stuff, like the recently introduced Apple Upgrade scheme. It makes for interesting reading for the world’s most committed Apple watchers, that interest translates into waves of headlines, which is why Apple now effectively holds endless iPhone announcements each year.
Using the upcoming folding iPhone as an illustration, it works like this:
The seven waves of Apple product launches
First, we get an outsider rumor that Apple is about to introduce a new device, in this case a folding iPhone.
