So, you’re an Apple software engineer on a night out. You have the next iPhone in your pocket. No-one has seen it before so Apple have cleverly disguised it as an iPhone 3GS. You go to a bar. You get too drunk. You lose the phone..
Weeks later, the phone turns up on gizmodo and it’s pictured .. lots..
Apple get angry, say, “Give us the ruddy thing back”
Damage is done. It’s all over news sites..