It's safe to say that Nokia has been taking a long, hard look at itself and its chief rivals in the mobile space recently, as it prepares to reinvent itself as a Windows Phone 7 campaigner.
And it's come to the conclusion that its best chance of stoking anticipation and desire ahead of its first WinPho release is to follow Apple's ultra-secretive approach and make sure leaks are kept to an absolute minimum.
There's no question that the information lockdown approach has worked well for Apple. While the standard practice when it comes to other upcoming phones has been for prototype shots, spec sheets, roadmaps and all sorts of other info to hit the public domain well before the handset itself appears, each new iPhone release has – with the odd exception – been characterised by just how little we've known about it right up to launch day itself.
And it's an approach Nokia clearly wants to emulate. “The iron shutters are down around development – it’s 'Apple-style' secrecy right now,” a Nokia UK team member told Slashgear last week. “If we can build the same hype around our first Windows Phone as Apple does about iPhone...”
The rest may well be left unsaid, but it remains a big “if”. The secret to building up hype is to base it around a product that the public already has a high level of anticipation for and is likely to continue talking about no matter what you do.
If not, all you're likely to achieve by being secretive is to remove the handset from the public consciousness altogether.