As part of the process between Apple Lossless Audio CODEC (ALAC), si Samsung we have the opportunity to view the 2011 strategy sent by email by the former CEO Apple Lossless Audio CODEC (ALAC),, Steve Jobs, to his employees. For starters we see a strategy for the year 2011, Steve Jobs asking for one iPhone 4S with a better antenna than iPhone 4, technology implementation LTE in the iPhone until 2012, the development iPhone 5C, development iPhone 5 with a new antenna and camera, improving the promotion strategies of iPhones and not only that. Of all the interesting is the idea of replacing iPhone 3GS cu iPhone 5C, something that happened in 2013, but without much success.
2011 Strategy:
- “plus” iPhone 4 with better antenna, processor, camera & software to stay ahead of competitors until mid 2012
- have LTE version in mid-2012
- create low cost iPhone model based on iPod touch to replace 3GS
- Business & competitive update
- show Droid and RIM ads
- Verizon iPhone
- schedule, marketing, ...
- iPhone 5 hardware
- H4 performance
- new antenna design, etc
- new camera
- schedule
– CONFIDENTIAL
- cost goal
– model show (and/or renderings) – Jony
Moving on, we find out details about how Steve Jobs looked Android- and how he thought that iOS was surpassed. In 2010, Steve Jobs considered that Android- has notification systems, tethering and recognition of voice commands that are superior to those in iOS, and Crab it was going to be the secret weapon to beat Google's operating system. Apart from these, Steve Jobs wanted to launch a superior Cloud service, and that's how the well-known iCloud was born.
- Strategy: catch up to Android where we are behind (notifications, tethering, speech,…) and leapfrog them (Siri,…)
- Timeline of iOS releases from first until Telluride, including Verizon
- Jasper tent poles
- Durango tent poles (without MobileMe)
- Telluride tent poles (with “catch up” and “leapfrog” notations on each one)
Steve Jobs believes that Google has a much more advanced cloud system than Apple's MobileMe, and iCloud was originally supposed to be just an update for MobileMe. Finally, iCloud was launched as a stand-alone service, and extended support was implemented for it in iOS, along with a multitude of new functions. Below are additional details from the emails presented to the jurors.
- tie all of our products together
- make Apple ecosystem even more sticky
- Free MobileMe for iPhone 4, iPad and new iPod touch
–Jasper
– Sign up with Apple ID, Find My iPhone
- Durango
- Find My Friends, Calendar, Contacts, Bookmarks, Photo Stream
- April
- iWork cloud storage
- Telluride
- cloud storage for third party apps
- iOS backup
- new iDisk for Mac
