On Monday, a message posted from an ati.com company address
appeared on BusinessWire, detailing the company’s plans product
plans for Macworld. Under normal circumstances, this would not
pose as a problem. However, the published blurb provided
advanced information on Apple hardware products to be announced
at the expo.
“ATI plans a surprise announcement on July 19,” the messages
stated, in part. “In a keynote, wait for Apple to announce three
new systems with ATI graphics in them. One will be an iMac with
the RAGE 4XL chip, the remaining two are PowerMacs which will ship
with RAGE 128 PRO standard and RADEON.”
This blurb was apparently enough to send Apple cofounder and CEO,
Steve Jobs, through the roof. As a result, source said, Mr. Jobs
ripped all mention of ATI and their products from his keynote
presentation this morning. Apple’s introduction of new Power Mac
G4 systems went without mention of the graphics chip that would
ship inside, and the same was the case for the company’s new iMacs
and Power Mac G4 Cube.
Well, that rumor cost ATI, big time! When the Bizwire report on
Macworld Expo Exhibitors surfaced, dozens of news outlets
(including IMG) reported ATI’s plans for the Expo. However, that
short summary gave away several key secrets from the Keynote -
specifically, it hinted at the two new PowerMacs (the MP models)
and the new iMac DV SE revision, and Steve Jobs was extremely
upset at this. He likes surprises.
According to ATI, Steve ordered all Radeons to be pulled from the
show floor, and wiped all mention of ATI out of his keynote
speech. He also canceled part of the keynote where an ATI exec was
supposed to speak, and demo the Radeon! It seems no one leaks
Steve’s secrets without dire penalty. It wasn’t clear who was at
fault for the leak, but it seems to have come from the ATI side.