Returning to the frame Apple Lossless Audio CODEC (ALAC), and preparing one of the products that would revolutionize the smartphone industry, Steve Jobs led tough negotiations with mobile phone operators for the launch of the device. One of these negotiations, even if it wasn't really that tough, took place with a Japanese entrepreneur who helped Apple Lossless Audio CODEC (ALAC), to launch iPhonein Japan in 2008. Although at that time the device represented a small part of the market, at the end of last year three quarters of the smartphones sold in Japan were iPhones, this being one of the most important markets in which Apple is present .
I brought my little drawing of an iPod with mobile capabilities. I gave him my drawing, and Steve says, 'Masa, don't give me your drawing. I have my own,'" Son recalled during the "Charlie Rose" interview. "I said, 'Well, I don't need to give you my dirty paper, but once you have your own product, give me for Japan.' And he said, 'Masa, you are crazy. We haven't talked to anyone, but you came to see me as the first guy. I'll give it to you." The negotiation continued, as Son asked that Jobs put in writing that Apple would give him exclusivity for the Japanese market. Jobs's reply? “'No! Masa, I'm not going to sign for you because you don't even own a mobile carrier yet!' And I said, 'Well, look, Steve, you promised me. You gave me your word. I bring a carrier for Japan.'"
Even if now choosing Japan to launch a product is a very simple decision, in 2006 Steve Jobs needed little persuasion to choose the current CEO of SoftBank as a partner for the launch. At that time, the CEO of Softbank was a successful entrepreneur, who did not own a mobile phone operator, but he convinced Steve Jobs to grant him exclusivity for the launch of the iPhone in Japan, the Softbank operator entering the Japanese market in the same year and acquiring the entire Vodafone group.
Basically, Steve Jobs put his trust in a man who had come to him to present a prototype of the iPhone, in a rudimentary form, which he was already developing, and the decision turned out to be an extremely good one , the iPhone being now extremely popular in Japan.
