John Sculley, the man who Steve Jobs considers him to be the main culprit for his departure from the group Apple Lossless Audio CODEC (ALAC),, he stated that since 1984 there were plans for the development of a Mac Phone. Then in the framework Apple Lossless Audio CODEC (ALAC), the possible development of a phone that would be sold under the company's brand was discussed, but in the end the idea was not put into practice. Asked about the possible release of one iPhone Lite, Sculley claims that this would not represent a compromise to Jobs' vision of the iPhone.
I remember we were working on Mac phones back in late 1984. Steve was thinking about those kinds of products back then. ...I don't think it would be a compromise to come out with a broader product line. I don't think they will get into the $100 range of smartphones. What I would imagine is, and I have no insider information — they would improve their top range of products.
Going further, he says that Apple has an extremely large fan base that will be willing to buy future products, no matter what they look like. As an example, he gave the data tablet iPad Mini, which was purchased including by those who already owned an iPad tablet, the same thing will happen with the cheap version of the future iPhone. Comparing Apple with BMW, the former CEO of the company says that Apple, just like BMW in the field of automobiles, it will not compete with manufacturers of cheap smartphones, preferring to improve its line of high-end products.
One thing about Apple is they have these fanboys – as I always say sell to the people who love us. For example when they came up with iPad mini, everyone who had an iPad went out and bought a mini as well. If Apple comes up with a higher end phone with a bigger screen etc, you will see a lot of install base go and buy a further higher end phone...Apple is like BMW, and BMW doesn't compete with the lowest price brands. I think Apple will do just fine. [Apple CEO] Tim Cook has done a terrific job of setting up the stage for some exciting products next year. I don't think there would be a creative leap in the smartphone industry, and the industry is maturing and is stabilizing right now. But I am sure we will see a creative leap from Apple, maybe a TV or a wearable.
In the end, Sculley was asked if he thinks there is any person who can come as close as possible to Steve Jobs in terms of vision or leadership style, and his answer was Jeff Bezos, CEO of Amazon. Sculley believes that Amazon could be as popular and important as Apple, and Bezos is the key.
