Daily O

How many pre smartphone launch 'leaks' will it take before people realise it's a gimmick?

Manufacturers need to understand the practice is akin to jumping on ethical minefields.

There's no putting a price on the charm of witnessing a new phone being introduced to the world. From the launch events of the initial iPhones – which brought with them a unique kind of showmanship courtesy of Apple's former CEO, Steve Jobs – the unveiling of these much-awaited gadgets has become a series of spectacle that the average tech enthusiast eagerly awaits all year.  For them, this act of unveiling is an exhilarating feeling that is mystery and magic wrapped into one.

Despite the industry growing at a rapid pace, and

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