If the manufacturing is already on it's way, then the whole project has at least 1 year under it's belt.
This whole secrecy thing about a product is kinda childish and stupid IMO. As far as I'm concerned, I onnly care about products that I can research in advance, and maybe, be able to provide some feedback. Some manufacturers actually listen to their potential consumers out there and that only helps the design and the promotion of the product.
But, again, we are talking about Apple here, with renowned lack of interest of what consumers might actually want or of any feedback for that matter. Their target must be the same as it has been so far, people awed by an apple on the cover that looks cool. "Supposedly"