Over the weekend, NPR’s On the Media hosted Mac Observer senior editor John Martellaro to discuss his piece on how and why Apple chooses to strategically leak news of its new products.

Apple has an on-the-spot dismissal policy for leaking, though Martellaro says this is how the company creates anticipation. The trick is, finding “friends in the press who know how to handle it properly.” Though not particularly surprising, the column is a chink in Apple’s armor since the author was instructed to conduct such leaks himself during his tenure.

The “notoriously secretive” company has successfully created such a thick shell around itself that proxy PR battles are even carried out through “Fake Steve Jobs.”

On the Media contacted the Journal prior to the interview, who would not discuss its news gathering process.