$aapl - misdirection and secrecy

While all the leaks focused in superficial aspects of the iPhone 5c and 5s, the most critical innovative features were very much kept quiet. 

1. iOS 7 was very much kept quiet.

2. A7, 64bits, and M7 were very much kept quiet. (The capability of the A7, M7, iBeacon and Touch ID have mid-to-long term consequences that few mainstream press is chatting about.)

Management is still firmly in control of the secrets they need to keep.