The Osborne Effect

Apple goes to extreme measures to keep their product announcements a secret. They even have people go through the garbage cans near the campus to make sure no one throws anything out. One reason for the secrecy is obviously competitors copy them... Another reason, according to the book, is the Osborne Effect, where the announcement of a new product kills the sales of the existing product. I worked at a company that announced a new product, then it ran behind schedule, and sales were so bad it resulted in layoffs.