Apple Quietly Releases….Nothing

September 28, 2006

I’m sick of it.

Google search for “Apple Quietly”: Approximately 93,000 search results. Folks, this has got to stop. What constitutes a quiet release of anything? In my opinion, it’s putting a release on a server, not tell anyone about it, and run away whistling dixie. Instead, Apple releases something, publishes it on a webpage, most times puts it in Software Update, updates download links, updates the support knowledge base, and they did all of that quietly. Is this a journalism tactic that I don’t know about or is there something else afoot?

Now I know Apple sometimes releases new software and products with a keynote address and/or press release. But when they release an update to iTunes 7.0, Engadget claims they did it quietly. Seriously, what more could Apple have done:

They pushed it out via Software Update on Mac OS X and Windows
They updated their iTunes+iPod download page with the latest release
They updated their support download page to show the latest release

What else is needed? A press release? A bullhorn? A presidential address? Can we please stop the madness and stop claiming Apple is up to no good sneaking around, dropping releases at our door, then running away laughing like Nelson of the Simpsons? Thanks.