Hyundai made a bold statement last week, confirming that it was in talks with Apple about a potential partnership for Apple Car. Shortly afterwards, the company returned a new statement and published it without Apple mentioning it.
This is another example of Apple’s strict approach to secrecy, and a new report from CNBC provides more details on Apple’s strategy.
Here is Hyundai’s first statement about Apple Car:
“We understand that Apple is in talks with a variety of global automakers, including Hyundai Motor. Since the discussion is at an early stage, nothing is decided. ”
The following statement was released shortly thereafter:
“We have received requests for possible co-operation from various companies regarding the development of autonomous motor vehicles, but no decisions have been made as discussions are at an early stage.”
The report explains that although approach agreements are common, Apple’s approach is even stricter. With reference to “people familiar with the matter” CNBC says Apple instructs partners not to mention Apple in public or in the media.
Apple’s strict approach to confidentiality is described by one source in the story as a “heap of hoops to jump through”:
Apple tells partners that they can not name Apple in public or in the media, according to people familiar with the matter who do not want to be identified, so they can not risk their relationship with Apple. One person who worked with Apple described his confidentiality requirements as many hoops to jump through.
The report further points to a small piece of information that GT Advanced Technologies obtained from bankruptcies. GT Advanced Technologies entered into an agreement with Apple to supply Sapphire for iPhone screens, but eventually went bankrupt after manufacturing problems.
During bankruptcy proceedings, GT offered a confidential contract stating that GT would pay $ 50 million per leak. The contract mentions three separate confidentiality contracts to which the sapphire manufacturer has agreed. GT also said that the terms of its confidentiality agreements should be kept secret.
CNBC adds that Apple eventually settled with GT Advanced, and the condition for the settlement was that the ‘description of its relationship with Apple’ would be kept private.
9to5Mac’s take
As Apple enters new industries, it’s interesting to see how its approach to secrecy develops.
For example, Apple TV + announcements are not as strictly controlled as other Apple announcements. We often learn more about upcoming TV shows and movies early in the process, and even learn details about Apple’s acquisition costs for specific content.
This is probably a case of Apple adapting to the norms of the Hollywood industry, rather than trying to apply its usual approach to secrecy.
Nevertheless, the supply chain remains one of the most important sources for hardware rumors regarding the iPhone, iPad, Mac and other hardware products.
The full report on CNBC is worth reading and can be found here.
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