[zyb09]

A bit sensational to call a reference to an unknown product that's likely going to be unveiled in 2 days, as well as some minor feature like Animojis, a major leak. This is what suffering a major leak looks like: http://gizmodo.com/5520164/this-is-apples-next-iphone

[wklauss]

I'd argue that this is even worse than the misplaced prototype. This leak confirms much of the speculation around the design of the new phone but also gives away new information about the software it will use (animojis, faceID) plus the new Apple Watch with LTE.

[MBCook]

I disagree. We now know what FaceID is called, how it works, exactly what the device looks like and how the status bar works, that there are new AirPods coming, the name of the new thing, the name of the updates to the old thing, and a software feature that no one could've ever gotten out of hardware chain leaks.

This is without a doubt the biggest leak since the iPhone 4 you pointed too. If it wasn't for the HomePod firmware leak a month ago this would've been even more devastating.

[LeifCarrotson]

"Devastating" is an awfully strong word for what's happened. Really curious people know a few features a little earlier than they would have otherwise. It's hard to prove that this will even have any negative effects; it generates buzz and excitement around a launch.

For a personal anecdote, I honestly didn't know there was a new iPhone coming out soon. Now I do, and I'm curious. Plus, my sister-in-law mentioned this morning that she wants a new phone, this might help her decide. I don't understand why this is such a terrible thing.

[2_listerine_pls]

> If it wasn't for the HomePod firmware leak a month ago this would've been even more devastating

The latest "leak" conveniently happens days away from their new release and gets everyone talking about it. Wow, so harmful!

[Ezhik]

It's not like there's only the One Big Leak that can be called major. This is pretty damn big. Now the whole damn world know what the next iPhone looks like, what features it will have, and then some.

[KGIII]

I think the quotes in the headline might be better suited around 'suffers.' I'm half convinced these sort of things are intentional.

[MBCook]

Apple does leak things intentionally, we pretty much know that. For example last year it's widely assumed that they were responsible for the leaks about the headphone jack disappearing so that the enthusiasts set would know what was coming and have some time to "get over it" some.

It's also assumed that Apple leaked the thousand dollar price for the original iPad just so they could announce it at $500 and blow everyone away.

In both cases the leak benefited Apple.

I'm not sure what in this leak would be beneficial to Apple. All it does is make it so people will be less surprised on Tuesday and they won't be able to catch people by surprise as much.

I'm strongly willing to bet that this leak (in the HomePod a month ago) we're purposefully done by Apple.

It's pretty obvious someone did this purposefully, but I don't think they did it with Apple's blessing/planning. It was an individual employee (or a few) doing it on their own.

[orbitur]

Before the GM leak, we had no idea how the status bar and face recognition would operate. Now we know all of it.

Unless Apple has other hardware in the pipeline or another hardware feature for the TV or Watch, there will be no surprises. I'm sure the execs are pissed, as they want people to watch the keynote completely unspoiled.

[benevol]

Don't be fooled, it's desperate PR.

Our current phones have all we need. Nobody cares about any new over-engineered and over-priced iphone anymore, we've got bigger issues at hand now.

[packetslave]

"Our", "we", "nobody", "we've" ... was there a election I missed?

[mo44]

What was the nature of MTV? For me it was insatiable desire. Thats the very nature of Americans. We want what we don't have. One of the characteristics of American consumers in the early 80's was Shop till you drop. "I want it. I don't know what it is but I want it." - Dale Pon, Advertising exec part of the MTV launch campaign in Aug 1981