John Gruber, reporting from the private presentation of OS X he was given one week ago, by Phil Schiller, Apple’s Senior Vice President of Worldwide Marketing:

The meeting was structured and conducted very much like an Apple product announcement event. But instead of an auditorium with a stage and theater seating, it was simply with a couch, a chair, an iMac, and an Apple TV hooked up to a Sony HDTV. And instead of a room full of writers, journalists, and analysts, it was just me, Schiller, and two others from Apple — Brian Croll from product marketing and Bill Evans from PR.

And:

But this, I say, waving around at the room, this feels a little odd. I’m getting the presentation from an Apple announcement event without the event. I’ve already been told that I’ll be going home with an early developer preview release of Mountain Lion. I’ve never been at a meeting like this, and I’ve never heard of Apple seeding writers with an as-yet-unannounced major update to an operating system. Apple is not exactly known for sharing details of as-yet-unannounced products, even if only just one week in advance. Why not hold an event to announce Mountain Lion — or make the announcement on apple.com before talking to us?

That’s when Schiller tells me they’re doing some things differently now.

I wonder immediately about that “now”. I don’t press, because I find the question that immediately sprang to mind uncomfortable. And some things remain unchanged: Apple executives explain what they want to explain, and they explain nothing more.

The whole article is a great read worth checking out. I just can’t help to wonder about this strategy though. It was a strange answer coming from Schiller, with the “now” in the end. But if it really is a shift, instead of a one-time-thing, I’m certain it was planned a long time ago, with Steve Jobs’ full knowledge, and not something they changed just because he was no longer around.