Hyundai made a bold statement last week, confirming that it was in talks with Apple about a possible partnership for the Apple Car. Shortly thereafter, the company went back and published a new statement without mentioning Apple.
This is yet another example of Apple’s strict approach to secrecy, and a new report from CNBC offers more details about Apple’s strategy.
For reference, here is Hyundai’s first statement about the Apple Car:
“We understand that Apple is in discussion with several global automakers, including Hyundai Motor. As the discussion is in its initial stage, nothing has been decided. “
The subsequent statement released shortly after:
“We have received requests for potential cooperation from several companies regarding the development of autonomous driving EVs, but no decision has been made, as the discussions are still at an early stage.”
The report explains that, although confidentiality agreements are common, Apple’s approach is even more rigid. Quoting “people familiar with the subject”, CNBC claims that Apple instructs partners not to mention Apple by name in public or in the media.
Apple’s strict approach to confidentiality is described as “many obstacles to be overcome” by one source in history:
Apple tells partners that they cannot mention Apple in public or in the media, according to people familiar with the matter who did not want to be identified to avoid risking their relationship with Apple. One person who worked with Apple described its confidentiality requirements as many obstacles to overcome.
The report goes on to point out a small piece of information that was collected from GT Advanced Technologies’ bankruptcy case. GT Advanced Technologies entered into an agreement with Apple to supply sapphire for iPhone screens, but finally declared bankruptcy after manufacturing difficulties.
During the bankruptcy process, GT submitted a contract labeled confidential that said GT would have to pay Apple $ 50 million for the leak. The contract mentioned three separate confidentiality agreements with which the sapphire manufacturer had agreed. GT also said the terms of its confidentiality agreements should be kept secret.
CNBC adds that Apple made a deal with GT Advanced after the fact, and the condition of the deal was that the “description of its relationship with Apple” be kept confidential.
Take from 9to5Mac
As Apple enters new sectors, it’s interesting to see how its approach to secrecy evolves.
For example, Apple TV + content ads are not as controlled as other Apple ads. We often learn 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 an example of Apple’s adaptation to Hollywood industry standards, rather than trying to apply its usual approach to secrecy.
However, the supply chain is still one of the main sources of hardware rumors regarding the iPhone, iPad, Mac and other hardware products.
The full report at CNBC worth reading and can be found here.
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