Rumors are stirring that Apple planted its own iWatch leaks on purpose.

Reports about the device, based on unnamed sources, were released in both The Wall Street Journal and The New York Times recently. The articles stated that Apple is working on a wristwatch device made of curved glass that runs iOS, and also indicated Apple is in talks with Hon Hai as a possible manufacturing partner for the gadget. This was followed by a report by Bloomberg on Tuesday Feb. 19 that indicated the device had gone beyond experimentation and was being worked on by a team of over 100 Apple employees. Bloomberg also indicated senior director of engineering James Foster was involved.

These developments have provoked a stern response from Forbes, which claims Apple could be deliberately leaking news of the device in response to newly released photos of a similar watch product allegedly being developed by Samsung. Forbes backs its claim by pointing to the fact that the information was picked up by three venerable American news sources, rather than through Asian channels, as is more typical for these types of leaks. Screenshots of the Samsung product, called Altius, were leaked by the Korean website Ruliweb. It is unclear at this time if Altius is based on Google Android or Tizen.

If true, Forbes' theory may indicate a sense of desperation on Apple's part. The company has taken hits over the past few months, specifically the lukewarm debut of the iPhone 5, iOS 6.0 troubles and a weaker than usual earnings report.

"Tim Cook has been talking about innovation but not many seem to believe him," says Forbes contributor Nigam Arora. "At Goldman's conference, Tim Cook said that innovation culture at Apple has never been stronger. Perhaps Apple leaked details of iWatch to put some meat on the statement by Cook."