…it’s not secrecy, it’s theatre.
I grew up in theater. Quite literally. My Mother was a full time theater major and also a full time actress. Being a single mother (and my being a quiet, well behaved, kid) meant that I spent a lot of time backstage or in a seat in the audience. I’ve seen hundreds of shows and thousands of performances over my lifetime.
I was also fortunate enough to be in the Keynote audience in 2007. Let me tell you, the first ten minutes of the iPhone introduction is one of the greatest performances I’ve ever seen.