Apple is known as one of the most secretive companies in tech. The lengths the company is said to go to avoid information getting out is the stuff of Silicon Valley legend.
But leaked parts mean we now know more than ever about upcoming Apple products. So many parts have made it into the wild that a Japanese blog even constructed the casing of the iPhone 5.
Did the lack of a surprise ruin the buzz surrounding the iPhone 5's unveiling? The New Yorker's Nick Thompson explains why it might not matter.