Apple: Secrecy Does Not Scale - Anil Dash
http://dashes.com/anil/2009/07/apple-secrecy-does-not-scale.html

The element of secrecy that's been required to maintain Apple's mystique has incurred an increasingly costly price.

Apple is justifiably revered in the worlds of technology and culture for creating one of the most powerful brands in the world based on the combination of some key elements: Great user experience and design, and an extraordinary secrecy punctuated by surprising reveals.

But the element of secrecy that's been required to maintain Apple's mystique has incurred an increasingly costly price. Apple must transform itself and leave its history of secrecy behind, not just to continue being innovative and to protect the fundamentals of its business, but because the cost of keeping these secrets has become morally and ethically untenable.