When Choosing Your Niche, Best Not to Choose Leaks

I spent four years hosting the AppleInsider Podcast, loved every minute, and covering leaks was part of the gig. Unfortunately (or maybe fortunately) I had no direct access to people “inside Apple," and seeing guys like Jon Prosser and Mark Gurman achieve success was disheartening at times. I even invited Jon onto the podcast but he never got back. I’m not the first or last to be ghosted it seems.

When it comes to leaks, they have always piqued my interest. Who wouldn’t want to know about the next iPhone early? As the years went on, leaks would vary in reliability, Gurman being the only one with solid information now, and even the accurate ones would take the fun out of Apple events.

As I began creating more solo Apple content, I thought covering leaks and talking about products early would help accelerate the growth of my YouTube channel. Maybe leaks are still effective, considering I see even the largest tech YouTubers do “iPhone 17” videos months before it launches.

Instead, I decided some time ago that basing my work on what may or may not happen is not ideal. For a long time I wondered what tag line would best describe my content or “brand,” and I finally came up with something that resonates:

Making technology more useful for everyone.

While I may briefly cover the highest profile leaks on Primary Technology, and there may be some value in knowing them when it comes to buying decisions, I’m interested in something different. I want my platform to be about educating people on how to use their technology to the fullest.

A channel or podcast focused on teaching people may not grow as fast or as large as the flashy leaks and early-release product reviews, but it’s a niche I enjoy. It feels purposeful, and I often get to experience wonderful comments like this:

YouTube comment

I’ll still do early reviews when I have access, and cover the latest features in iOS 26, but leaning on the base of education has led me to an invested audience that I love to engage.

In one of my recent Shortcuts videos, someone left this comment:

Another YouTube comment

The short answer? No.