Apple doesn&#x27;t pre-announce things or do concept videos (the only exception I can think of in recent memory was announcing the Mac Pro at WWDC). Things get announced when it&#x27;s a product ready to be sold. It&#x27;s tough to say this is the wrong strategy considering the success they&#x27;ve gotten because of it. And there are plenty of counter examples from their Silicon Valley rivals who like to generate PR for blue sky research or things that will never come to market for years (if ever).