I think the ideas presented appear somewhat contradictory.  I may be missing something here because the following 2 ideas seem contradictory to me.<p>1) Apple&#x27;s secrecy
2) Apple&#x27;s pivot<p>If they&#x27;re pivoting, why be secret about it?  One of the reasons provided was that being public about new products could hurt current product sales.<p>If it&#x27;s an entirely new product line (ie. car), I have a hard time believing someone will think twice about buying an iPhone because Apple is coming out with an electric car.<p>Instead being secret seems it may hurt more than help.  If I&#x27;m in the market for a new car, and there&#x27;s a real release of an affordable Tesla that has already happened, while at the same time I have no idea what Apple is doing or if they&#x27;re even going to do it or what kind of timeline the project is on, I&#x27;m probably going to buy the Tesla.<p>Otherwise if I&#x27;m somewhat certain that Apple may be coming out with a new car within a year or two, I may decide to hold off with my purchase of the Tesla for the time being in order to consider buying the Apple iCar when it comes out.