Over the last ten years, Apple produced above average products. Their growth reflects it; as does their marketing hubris.

Why lie? Why cover empty boxes? They have enough goodwill and fanboyism without having to manufacture an aura. They curate it, no doubt. Which leads me to the hand-picked reporters. Calculated, definitely.

The reporters a risk? Nah. If Gruber yanked a cloth, he'd gain notoriety, be escorted out and others would glimpse something in a relatively similar form-factor or not at all (say, the iPad a year ago).

It would suck for Apple. But can you imagine the expectation over an iPad being revealed from a PR event went wrong? The expectation would be even higher.

There is little risk. They can manage. It seems like more work for Apple to lie at this juncture.