Why Apple Doesn’t Talk

The problem with talking smack is you immediately put yourself on the clock. You almost guarantee public disappointment when the product does not ship as (or when) promised. If you just shut your mouth and let the product speak for itself—once you actually have a product—then there’s a much better chance for people to be pleasantly surprised. Some companies understand this. Others clearly do not.

When I say I mark someone’s words, I mean it.