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Basak Yakis-Douglas, Associate professor, King's College London

Why businesses leak new product details and how they benefit from these rumours

Hot gossip. Cara-Foto/Shutterstock

Apple’s recent unveiling of the Vision Pro, its first augmented reality and virtual reality (VR) headset, came as a surprise to no one who follows Apple news – rumours had been circulating for years.

Apple’s products have a long history of creating waves well ahead of launch due to rumour and speculation. In late 2009, for example, the technology blog MacRumors.com suggested – without fully validated evidence – that Apple was going to call its upcoming tablet computer the “iSlate”. Other rumours about the device – some of which turned out to be correct – discussed possible features and the timing of its forthcoming release. Of course, the “iSlate” was finally launched by Apple in April 2010 as the iPad tablet.

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