"Major leak" aka guerrilla marketing. C'mon, are we still pretending that these new product "leaks" are unplanned? Just preview the damn thing instead of acting like we're subverting The Man by viewing their marketing.
Leaks are not desirable. On the rare occasions when the company wants press before announcement, they talk to a few of their pet journalists who they can trust to frame things appropriately.
Random leaks from random people who don’t use the right language is a nightmare, and risks rolling the dice on the narrative.