Leaked Email From Steve Jobs Reveals Apple’s Strategic Direction

Leaked Email From Steve Jobs Reveals Apple’s Strategic Direction

What could lie ahead for the global tech giant?

Lara Piras
  • 9 april 2014

Someone’s in trouble. An email conversation between former Apple CEO Steve Jobs and other Apple executives a year before his death has been leaked.

Jobs had prepared a thorough ‘to do’ list for the secret brainstorming session Apple has each year with its top employees to discuss potential ideas and strategies for the year ahead.

In the email, he reveals insights into how one of the most important and secretive tech companies in the world works. The bullet points included:

The ‘lock in’ strategy
Frowned upon by many an analyst, this strategy entails limiting product offering and including features on products that enable or link with the next in line to literally ‘lock in’ consumers to the Apple ecosystem.

iPhone 5 hardware
The 5 was released in the summer of 2012 which indicates that Apple works two years in advance on these products and have therefore already started work on the iPhone 8.

Apple TV
In 2011 Jobs was already talking about TV and subscription services, suggesting to ‘stay in the living room game and make a great “must have” accessory for iOS devices.’ He also mentions a potential partnership with NBC, CBS, Viacom and HBO and the possibility of a ‘magic wand.’

Apple’s war with Google
Apple have always firmly denied competitor feuds and executives consistently have a nonchalant attitude when asked about the subject to appear as though they really don’t have any competition out there. Here Jobs has revealed Apple’s clear rival – the other tech giant Google.

While most of this now is common knowledge, it reveals the company’s forward-thinking attitude at the highest levels and makes one wonder what they have predicted for the market 2 years from now.


Read the full email by clicking here.

Sources: New York Times, The Verge, Business Week

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