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How Open Should You Be About Upcoming Product/ Service Announcements?

Earlier today, Apple did something they almost never do. They issued a press release about their upcoming cloud services offering, called iCloud (0 points for creative name, 2 points for consistent product naming) that will be announced next week at their annual Worldwide Developers Conference (WWDC).
Historically Apple has always been a very closed company, they have pulled out of all external trade shows such as CES, moving to using their own Apple events to launch new products/ services. They have pretty much zero presence on any social media site or service and often ignore any complaints by users.  After having four Apple Mac Book Pro replaced I’m convinced that they don’t care or worry about customer service.

So we turn back to you, the PR In Canada community – how open should you be about upcoming product/ service announcements?  Anyone have any examples of success you’ve had with pre-announcing product or service announcements?