Apple proves that being secretive holds power. The success of using the tactic of withholding information from consumers has been proven time and time again to phenomenally increase sales each time their product hits the stores (Kinicki & Williams, 2013). Whenever Apple comes out with new product people are filled with a strong desire to want to know what was made they scramble to stores to buy its latest gadget (Eadicicco, 2014). The power of secrecy is a good marketing strategy for Apple; they do not spend vast amounts of money like its competitors did on advertising. The business strategy's goal was to create mystery about their product line which results in massive crowds at retail stores and the end results equals high profits for Apple.
