Helps to be one of the most successful consumer electronics companies of course:
"Chief Executive Tim Cook said the company was focused on growth – so much so that he was prepared to take the wraps off some new products.
A pregnant pause hung in the air. The audience, accustomed to Apple unveiling new products at carefully orchestrated events, gasped and cheered.
But it was too good to be true. “I’m just kidding. I gotta have some fun,” Cook said."
From Wall Street Journal