Read this and learn from it: How did Apple keep iPhone a secret?
It is quite amazing that a globally known and recognized company could actually keep something as exciting as the iPhone a secret from the consumers and businesses around the world. It is more amazing to know that even some people working for (executives, developers and staff) and working with (Cingular, Yahoo! and Google) Apple only saw the iPhone during Steve’s keynote in MacWorld 2007. In fact, according to the article, the secret is kept even from the families of those executives who do know about the iPhone.
Apple has a lot of surprises up its sleeves. Mostly entertaining. Pleasant. Cool. And they work well with the tastes of many.