There's a huge advantage in your competitors not knowing what your focus is, particularly if you're working on something out of left fields.
The more you can hide from them, the more of a head start you can have over them.
The more you can hide from them, the more of a head start you can have over them.
Really, I think the world would be better if they published more openly and were more open, and I don't think it would really hurt their ability to outsell their competitors at all. Let's say they're working on AR glasses (which they probably are) and Samsung catches wind of this and rushes to market with Samsung AR glasses. How many Apple fans actually think this will make a difference to people in the Apple ecosystem buying Apple AR glasses?
At this point I think the secrecy does more harm than good.
That is to say, TouchID capacitive fingerprint scanning was going to be shipped in Android first and Apple delayed the market introduction with a strategic acquisition.
Prior devices like the Motorola Atrix and Toshiba G500 also had fingerprint biometrics.
I would know, I had the same style fingerprint sensor that you see on the Atrix or the G500 on my laptop, and it was terrible.
Literally the only Google results for a search regarding Authentic and the Moto X1 is this thread and your comment.
Apples success is built on unique inventions, in design, software and hardware. They rarely are first to market in any category. They are almost always first to market with the first mass market useful combination of features in those categories.