An operation that once resembled an airtight container is now more like a leaky sieve, with insider details, hidden code and nefariously gained components giving tech fanatics a clear idea of what to expect when Tim Cook takes to the stage.
Despite recent signs that sales of the iPhone have been slowing, thanks to increased Samsung domination and an ageing lineup, there’s no doubt that both the iPhone 5S/ iPhone 6 and budget iPhone 5C will sell like icepops on a hot day once they hit shelves.
That’s why it’s so worrying that Apple has just seen its iPhone activation servers go down for the second time in as many weeks.
Coupled with the hacking of its developer site, Cupertino is struggling with problems it can ill afford in the run up to its busiest time of the year.