Push 3 would certainly have been an exciting product, but Ableton pops the buzz balloon and reports that the leak is a fake.
The anticipation was short-lived. The supposed leak of the new Push 3 is a fake, as Ableton says. According to media colleagues, Ableton has confirmed them, that they don’t recognize it, and they didn’t release it. That means the picture was made by a user and put on the net. So that it arouses more interest, even in an Ableton user group.
Is that bad now? Is Synth Anatomy spreading fake news? No, absolutely not because the article never said that the information was true or not. It was a potential leak, rumour, or just a fake. It was the latter here in the case. For me, it is a topic that can be discussed even if its a fake. But there are companies that react ugly and even block media publishers and remove them from the press area even the product is real.
So that my articles are even clearer (official release, leak, rumour…), I have set up a new Leak – Rumour section on the website in which you can find all the leaks, rumours, fakes, etc. from the past weeks, months, etc.
In the case of leaks, it is important that you clearly state that it’s a leak and that you do not know exactly whether they are true or not. An SOS cover leak like last week’s PolyBrute, you’re more certain that it’s true. Although that can also be faked. With articles like this one always has to refer to two cases:
- if a company reacts very quickly to the leak, it is probably not true. But there are exceptions here that I had to experience. Often due to big financed marketing campaigns, etc.
- there are leaks to which companies do not react at all, which later turns out to be an official product.
Not to forget, a leak can also help companies indirectly to see whether there is interest in such a future product or not. On the community side, it nicely opens up new discussions about future products. In the case of the Ableton Push 3 leak, this message caused even more buzz because shortly before that Native Instruments launched the Maschine+.
I am honest and can say: Leaks are part of my job and they are a good change from the otherwise monotonous press releases you get from companies. There is a give and take in the relationship between media and companies. They cannot without us, we cannot without them. So don’t take leaks too seriously, it helps both sides.
More information here: Ableton
I read your previous post about it and I enjoyed reading even if was a rumor, I think you were very clear that it was a rumor and never gave the impression of spreading fake news (at least to me). Also I appreciate that you update the information confirming it was fake, good idea on putting a clearer label for leaks and rumors.
thanks Pablo 🙂
Agreed, especially on the need to use these leaks as a basis for discussion.
For instance, this one device showing no CV input or output brought it to the same criticism levelled about the Maschine+ officially released by Native Instruments. In Human-Centred Design, it’s quite important to iterate, especially in the open. Ableton is a secretive company, like Apple. There are clear signs that a bit of openness would go a long way.