It's possible that some of it is fed by Apple to generate buzz, the trouble is, what about the rumors that are false? Rumors are all good when they turn out to be true, but they do you no good when they are so wrong. And the trouble is, how do you prove such a thing? Most of the true stuff isn't so much of a issue with Cook not being able to double down on secrecy but the leaks are from areas that Apple doesn't have control over or come from things like acquisitions that Apple can't not disclose.
We just have no way of answering this question with any authority unless Apple 'fesses up which they never will do.