If Apple does not want their devices to be used as intended until an embargo date has passed they should keep them on premises. Once the device is out of the gates the secret is out as well.

NDA's are very effective when you are talking about documents and adults. As soon as you're talking about devices and/or kids NDA's are ineffective because anybody that spots the device can post a picture without any recourse by the company and kids will do whatever they want to in today's connected world.

Whether it was smart or not is another matter but I feel that firing someone over something like this is way too harsh, besides all the good publicity it gave Apple. But I guess when you're a tech-fashion company it's perfectly ok to ignore the realities of producing physical goods and the fact that you're going to have to let your product out of your control at some point.