Later today, Apple holds a press conference in San Fransisco where, we are let to believe, they will announce the much anticipated ‘tablet’ device that will extend the user experience domination started by the iPhone.

If nothing else, Apple ought to be congratulated for keeping a lid on the specifics about this device. Corporate secrets are notoriously difficult to maintain because human beings are involved.

People like to talk and even better they like to tell others ‘juicy gossip.’ Doing so serves to elevate the secret teller to a position of power and implies inside knowledge. Paradoxically if discovered it may also lead to that persons corporate demise too.

Competitive advantage is increasingly difficult to achieve and even more difficult to maintain.

Cynics may say the hype is all part of Steve Job’s master PR campaign, either way we’ll find out later.

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