It feels like Apple is just starting to operate a bit differently than it did before. It’s a little less insular in its behaviour, a bit more involved in the world around it. But product secrecy still seems to be a top priority. Some things don’t change! I’ve worked with Apple for many years, and it does feel like there’s a fresh wind blowing, not just because of the flavour of the postCotton world, but also in how it presents itself – as you’ll read in our keynote analysis starting on page 20.