"How Apple kept its iPhone secrets":

One of the most astonishing things about the new Apple iPhone, introduced yesterday by Steve Jobs at the annual Macworld trade show, is how Apple managed to keep it a secret for nearly two-and-a-half years of development while working with partners like Cingular, Yahoo and Google.

...Pillow talk was a challenge at the other end of the spectrum. Keeping secrets from loved ones is especially hard. Those stresses were amplified by the frantic race over the past half year to get the iPhone ready for launch. As Macworld approached, dinners were missed, kids were not tucked in properly, and family plans were disrupted, especially over the holidays. And for what? "Sorry, that's classified" is not considered a satisfactory answer in many households when Mom or Dad misses the school play or the big wedding anniversary dinner.

Phil Schiller, Apple's head of marketing and one of the few Apple executives involved with the project from the start, said he had to keep the iPhone development secret even from his wife and children. When he left home for the official unveiling yesterday, Schiller said, his son asked, "Dad, can you finally tell us now what you've been working on?"

(Via /.)