A developer can strategically announce a product that is in the early stages of development, or before development begins, to gain competitive advantage over other developers. In addition to the "vaporware" label, this is also called "ambush marketing", and "fear, uncertainty and doubt" (FUD) by the press. If the announcing developer is a large company, this may be done to influence smaller companies to stop development of similar products. The smaller company might decide their product will not be able to compete, and that it is not worth the development costs. It can also be done in response to a competitor's already released product. The goal is to make potential customers believe a second, better product will be released soon. The customer might reconsider buying from the competitor, and wait. In 1994, as customer anticipation increased for Microsoft's new version of Windows (codenamed "Chicago"), Apple announced a set of upgrades to its own System 7 operating system that were not due to be released until two years later. "The Wall Street Journal" wrote that Apple did this to "blunt Chicago's momentum".