Apple is often spoken and written about as if it was the most secretive, most controlling technology company on earth. Yet Amazon, who is even more controlling and more secretive manages to mostly escape attention for those very things. Anyone who's ever worked with them, most recently app developers, can attest to the control. David Streitfeld and Christine Haughney of the New York Times highlight the secrecy:

"Every story you ever see about Amazon, it has that sentence: 'An Amazon spokesman declined to comment,' " Mr. Marcus said.

Drew Herdener, an Amazon spokesman, declined to comment.

Apple believes their customers delight in being surprised, and almost certainly believe their competitors don't need any more lead time on their plans than a launch windows allow. Under promise and over deliver is always the philosophy, if not always the attainment. And Apple certainly seems to want to control as much of their customer experience as they can. Yet comments from Apple's press relations team appear fairly regularly in stories, mainstream and internet alike.

There are companies so secretive and controlling they make both Apple and Amazon appear positively open by comparison, yet like suspect zero and the megalodon, are almost never heard and for those very reasons. Apple and Amazon are too big and too public to stay completely out of the spotlight.

Yet it's once again interesting to see what the perceptions are, relative to the reality.

Source: New York Times