A former Senior Marketing Manager at Apple reveals the company sometimes instructs employees to do some controlled leaks. A classic example of this would be last Monday's rumor of a January 27 tablet launch.
Where's the evidence? The Mac Observer's John Martellaro explains, "I know, when I was a Senior Marketing Manager at Apple, I was instructed to do some controlled leaks." The former executive elaborates:
The way it works is that a senior exec will come in and say, "We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!"
The communication is always done in person or on the phone. Never via e-mail. That's so that if there's ever any dispute about what transpired, there's no paper trail to contradict either party's version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication.