Struck by a daily onslaught of rumours and speculation about the next iPhone or iPad, Apple always refuses to discuss future product launches.

纵然每天都要面对有关新一代iPhone或iPad的传言与猜测拷问，苹果公司(Apple)总是拒绝谈论未来将要进行的新产品发布。

Surprise is an essential ingredient for Apple’s unveiling of new devices. It generates millions of dollars’ worth of free press coverage, as testimony from senior Apple executives in the technology group’s California court battle with its South Korean arch-rival Samsungshowed.

出人意料是苹果新产品发布中必不可少的元素。苹果与韩国竞争对手三星(Samsung)正在加州法庭上演诉讼大战。来自苹果高级管理层的证言证实，保持神秘能给苹果带来价值数百万美元的免费媒体报道。

However, Apple’s battle over intellectual property rights has undermined its arsenal of marketing strategies and reliance on secrecy as evidence obtained and submitted to the public court by Samsung has spoiled some of its plans with the revelation of discussions last year about a smaller iPad.

但苹果与三星之间的知识产权纠纷减少了可供苹果选择的营销策略，也有损于其依赖神秘感的策略，因为三星取得并向公开法庭提交的证据披露，苹果去年曾就推出一款尺寸较小的iPad产品进行过讨论，如此一来就打乱了苹果的一些计划。

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