Apple’s nightmare week of spilled secrets is its own fault

The useful part

England could win the World Cup, and Apple had the slickest PR machine on the planet. While players at that tournament showcased their passing, shooting, and blood-curdling tackles, Apple reminded us once again of its trademark marketing skills. An unreleased set of Beats headphones were spotted in relatively subtle Instagram posts by the Spain midfielder Lamine Yamal, U.S.

How it works

• left-back Antonee Robinson, and South Korea's Kang-in Lee, building buzz nicely.
• Prospective customers had their appetites whetted without being told the full story, setting them up for an official launch in the months to come.
• This plan, like England's attempts to shut down Lionel Messi, was sadly doomed.
• Last week, multiple retailers were found to be carrying listings for the headphones (which we now know will be called the Beats 360), including dozens of photos and comprehensive product details.
• Noise cancellation, battery claims, IP rating, Android compatibility, color options, U.S.

What to take from it

Which will totally ruin the surprise when Apple makes its official announcement. This isn't the first and won't be the last time that a retailer accidentally sets a product listing liv...