Microsoft and others had at least years, if not more than a decade, to get tablet computers right — but then on January 27, 2010, Apple brought out the iPad and showed them how it should be done.
Steve Jobs demonstrating the original iPad
Steve Jobs demonstrating the original iPad
It’s well known that Apple likes secrecy, but generally it’s assumed that the company just doesn’t talk about anything until it is ready. (Apple Intelligence notwithstanding.)
But just sometimes, Apple will out and out lie. Steve Jobs did, for instance, when he was being pressed about the Amazon Kindle, and didn’t want to reveal that Apple Books was coming.