So the image of Apple after Steve Jobs took over the company in 1997 was of a place where secrets were kept. While rumors were always present, Apple didn’t spill the beans until the right time, usually shortly before a product was set to be introduced. Sometimes it would happen earlier, if there was no previous version of a product or a service.
During the 2005 WWDC, Jobs displayed a satellite image of a building on the Apple campus where they were developing an Intel version of OS X. The existence of such a project had been rumored for a while, and no doubt Apple kept up parallel development in case something had to give. And it did since development of the PowerPC chip had failed to meet Apple’s needs. There was no note-book version, the most powerful Power Macs required liquid cooling, and Intel was rapidly moving ahead.
The arrival of the iPhone had come long after Jobs decried existing cell phones. It was first demonstrated at a January 2007 Macworld Expo, giving the media plenty of time to speculate on what it all meant. Long and short of it was that there was plenty of skepticism and anticipation about the product ahead of its release. So the revelation clearly worked to Apple’s advantage.