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Apple thinks different with Mountain Lion

The most striking thing about Apple’s unveiling of Mountain Lion today is how differently the company played it this time. There were absolutely no rumors; not even a peep. Apple announced Mountain Lion with no event, but embraced the tech press for this unveiling in a way I haven’t seen in a long time, including one-on-one demos.

Some sites got advance developer previews days before the announcement, from my former coworkers at Macworld to TechCrunch.

I have to admit, I’m a little surprised and delighted at how quickly the post-Jobs Apple is changing. Tim Cook’s been sending letters about Apple as a company and responding on the topic of working conditions at its suppliers. Now it’s flying under the rumor radar while still managing to give press early copies of major OS updates. Well done, Mr. Cook, Mr. Schiller, et al.