NEW YORK (

TheStreet

) -- How quickly they forget. This week,

Apple

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will appear at the Worldwide Developers Conference in San Francisco, probably making news of one kind or another. In addition to Apple, the news might impact

Facebook

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,

Google

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,

Microsoft

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, cable companies like

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Time Warner

(TWX)

or Cablevision (CVC) -- really anyone. Everyone is speculating on what Apple CEO Tim Cook might announce.

But here's the operative point: only a couple of weeks ago, Cook said at the All Things Digital Conference that Apple would turn even more secretive (if that's metaphysically possible) about products.

At Apple, mum is going to be even more of the word.

Said Cook: "We're going to double down on secrecy on products."

It was truly a bumptious comment. What is means or how it plays out -- during his keynote address this week or going forward -- is a mystery. That's the point of an ever-thickening layer of quiet and deception. But we can't forget his ambition to shroud Apple in even more secrecy. So watch out.

In running curtain openers for the Developer's Conference, though, few in the media are mentioning Cook's recently admitted plan to pull even more of a tarp over Apple's plans. It is almost as if he never said it and that's no good. If you think you are hearing earnest comments about plans -- you've got another thing coming.

Fortunately, when discussing the "hype and anticipation and rumor mongering" in the prelude to the conference, The Daily Ticker showcases Cook's secrecy comments. They leave us with the appropriate takeaway:

"You never know." Indeed.

At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page.

For his "Business Press Maven" column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers.

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