Given how important Mountain Lion — the latest version of OS X, available today — is to Apple’s ecosystem and unification strategy, its announcement was rather unusual. For the past decade, Apple has been relying on media events and developer conferences to serve as the stage for official introductions to major new versions of its desktop operating system. At WWDC 2002, Steve Jobs famously kicked off the event by giving a eulogy for Mac OS 9 as part of the transition to OS X; in 2009, Snow Leopard — the last version of OS X before Apple’s rebranding of “iPhone OS” to “iOS” — was officially unveiled at WWDC in front of over 5,200 developers; and in October 2010, Lion, the eighth major release of OS X, was formally announced and demoed at Apple’s self-hosted “Back to the Mac” media event.
But as Phil Schiller told Daring Fireball’s John Gruber, with Mountain Lion Apple has started “to do some things differently”. On February 16th, 2012, Apple fans and industry watchers checking their Thursday morning news witnessed Apple’s most surprising OS X announcement to date: instead of being unveiled to the press at a media event, Mountain Lion roared into existence as dozens of blog posts were published simultaneously by selected journalists, who had been given “product briefings” and demo copies a week in advance. With Mountain Lion, Apple decided to let the OS speak for itself, saving a proper introduction for WWDC 2012 where a near-final version of the OS was demoed (alongside some new features) and released to developers.
The way Apple handled Mountain Lion’s announcement may have felt unusual at the time, but in hindsight, it made perfect sense given the nature of the upgrade and the way Apple has encouraged letting its mobile and desktop operating systems coexist and benefit from each other.
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