^ Agreed, that we're not actually off-topic!
Secrecy can help raise interest in something to an extent. But, ultimately, if people don't like the product, Apple, Doctor Who, or otherwise, the interest falls.
At some point, the secrecy has to fall and the product has to stand on its own.
Secrecy about a product that consumers don't like isn't going to grab their attention! In that case, it's out of sight, out of mind!