Apple’s insistence on secrecy bites Hyundai

Steve Proehl | Corbis Unreleased | Getty Images

Hyundai confirmed in a brief statement last week that it was in early talks with Apple about cars. Almost immediately, the Korean auto giant began to back down, releasing a subsequent statement that removed all mention of Apple.

Hyundai’s withdrawal is almost certainly the latest consequence of Apple’s insistence on the secrecy and discretion of its suppliers or potential partners. Companies that deal with Apple are bound to strict nondisclosure agreements, even if they are public companies and Apple is a major customer.

While nondisclosure agreements are common in high tech, people who work with Apple say it takes confidential informationon more seriously than competitors. Apple tells partners they can’t mention Apple in public or the media, according to people familiar with the matter who don’t want to be identified to avoid risking their relationship with Apple. One person who worked with Apple described its secrecy requirements as many …

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