How Apple kept the iPhone secret

SAN FRANCISCO (Fortune) -- One of the most astonishing things about the new Apple iPhone, introduced yesterday by Steve Jobs at the annual Macworld trade show, is how Apple (Charts) managed to keep it a secret for nearly two-and-a-half years of development while working with partners like Cingular, Yahoo (Charts) and Google (Charts).

Although speculation was rampant before the introduction that Apple would introduce a phone with iPod capabilities, actual details of the device were scarce. Even some senior Apple managers whispered during the keynote that they were seeing the iPhone for the first time, along with the 4,000 other Apple followers who crammed the Moscone meeting center here. Indeed, Apple's emphasis on secrecy may have influenced Apple's choice of Cingular to be the exclusive provider for iPhone service in the United States.

Before Jobs revealed the iPhone at Macworld, Apple had to keep secrets from multiple companees and its own employees.

Apple, legendary for the ferocity with which it safeguards new product announcements, had extraordinary challenges in keeping the iPhone under wraps for 30 months. Besides involving Cingular, Google and Yahoo, not to mention the unnamed Asian manufacturer, the project touched nearly every department within Apple itself, Jobs said, more so than in any previous Apple creation.

Pillow talk was a challenge at the other end of the spectrum. Keeping secrets from loved ones is especially hard. Those stresses were amplified by the frantic race over the past half year to get the iPhone ready for launch. As Macworld approached, dinners were missed, kids were not tucked in properly, and family plans were disrupted, especially over the holidays. And for what? "Sorry, that's classified" is not considered a satisfactory answer in many households when Mom or Dad misses the school play or the big wedding anniversary dinner.