How Activists Use Lack Of Information To Achieve Results

Law360, New York (February 24, 2015, 10:07 AM EST) -- No company in the modern era has managed to consistently leverage the unknown better than Apple. The functional execution is stunningly simple. Apple essentially sets a date for a “special event” and lets the media speculate wildly for weeks. Just look at the headlines created this past year with virtually no information to go on: “What to Expect from Apple’s Big Event,” “Excitement Building over New Apple Products” and “Apple Excitement Builds.”

What if instead of launching a new phone though, the company used this same strategy to stir up anticipation prior to announcing an increased share buyback or payment of...

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