Apple founder Steve Jobs was planning to wage a "Holy War" against Google a year before he died, a higly confidential email has revealed. Jobs sent the email in 2010 to his top 100 most senior executives, in which he outlined the company's strategy for the following year.
In it, he announced that 2011 would see a 'Holy War' between Apple and Google, and outlined all the ways in which the two companies would compete – from cloud services to mobile operating systems.
In particular, he highlighted the need "to catch up to Android where we are behind," referring to notifications, tethering and speech as three areas of focus, while noting that Apple could leapfrog Android with features like Siri.
He also heralded the "end of the PC-era" and promised to "further lock customers into our ecosystem", but warned that Apple was "in danger of hanging on to old paradigm too long".
The email also explores the future of Apple TV, including a strategy to "stay in the living room game" and create a “must have” accessory for iOS devices. He planned to add content from NBC, CBS, Viacom and HBO, and even considered creating a "magic wand" to control the device.
The email, which is reproduced in full below, came to light as part of Apple’s lawsuit against Samsung over smartphone patents. Apple is suing Samsung for $2bn, after the Korean rival allegedly stole its hard-won inventions and put them in its own bestselling devices.
The California technology giant claims that Samsung copied a string of ideas, including Siri, its voice-activated search service, and its “slide to unlock” feature, which allows users to activate their tablets and smartphones simply by swiping the screen.
It also claims the Korean company pinched technology that allows users to search for information, such as an address or telephone number, and then tap on the result to directly link to a map, or dial that number.
In targeting Samsung, Apple is also taking an indirect swipe at Google, whose Android operating system is a key fixture not only in Samsung’s phones but in around three-quarters of all smartphones sold last year.
Apple cannot sue Google itself – only the hardware makers – but it has long-claimed that Google’s software borrows too heavily from Apple inventions. Steve Jobs warned before his death that he would go “thermonuclear” on Google if it copied his own company’s designs.
Read his full email to employees here:
From: Steve Jobs <email@example.com>
Date: October 24, 2010 6:12:41 PM PDT
To: ET <firstname.lastname@example.org>
Subject: Top 100 – A
Here’s my current cut.
1. 2011 Strategy – SJ
- who are we?
- headcount, average age, …
- VP count, senior promotions in last year
- percent new membership at this meeting
- what do we do?
- pie chart of units/product line and revenues/product line
- same charts with tablets + phones merged together
- Post PC era- Apple is the first company to get here
- Post PC products now 66% of our revenues
- iPad outsold Mac within 6 months
- Post PC era = more mobile (smaller, thinner, lighter) + communications + apps + cloud services
- 2011: Holy War with Google
- all the ways we will compete with them
- primary reason for this Top 100 meeting - you will hear about what we’re doing in each presentation
- 2011: Year of the Cloud
- we invented Digital Hub concept
- PC as hub for all your digital assets
- contacts, calendars, bookmarks, photos, music, videos
- digital hub (center of our universe) is moving from PC to cloud
- PC now just another client alongside iPhone, iPad, iPod touch, …
- Apple is in danger of hanging on to old paradigm too long (innovator’s dilemma)
- Google and Microsoft are further along on the technology, but haven’t quite figured it out yet
- tie all of our products together, so we further lock customers into our ecosystem
- 2015: new campus
2. State of the Company - Peter & Tim
- FY2010 recap
- FY2011 plan
- where is our business
- geo analysis (NA, Euro, Japan, Asia, possibly break out china) (present on map)
- key milestones, trends & future goals
- comparisons with Google, Samsung, HTC, Motorola & RIM
3. iPhone - Joz & Bob
- 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
- cost goal
- show model (and/or renderings) - Jony
4. iPad – Bob, Jony, Dan Riccio, Michael Tchao ,Randy Ubillos, Xander Soren, Roger Rosner
- 2011 Strategy: ship iPad 2 with amazing hardware and software before our competitors even catch up with our current model
- Business & competitive update - Michael
- Apps, corporate adoption, …
- show Samsung, HP(?) anf iPad ads
- 2011 Product Roadmap - Bob, Dan & Jony
- iPad 2
- new ID, H4, UMTS + Verizon in one model, cameras, …
- EVT units & cases
- HDMI dongle (use for projection of demos below?)
- iPad 3
- display, H4T
- DEMOS:- PhotoBooth (Michael?)
- iMovie (Randy)
- GarageBand (Xander)
- text book authoring system (Roger)
- working display for iPad 3 (during break)
5. iOS – Scott, Joz
- 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)
- Jasper: AirPlay to AppleTV – video from iPad, photos from iPhone, ??
- Durango: ?? (without MobileMe features)
- Telluride: Siri, ?
6. MobileMe – Cue, SJ, Roger Rosner
- Strategy: catch up to Google cloud services and leapfrog them (Photo Stream, cloud storage)
- deeply integrates Google cloud services
- way ahead of Apple in cloud services for contacts, calendars, mail
- Apple’s year of the cloud
- 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
- Find My Friends, Calendar, Contacts, Bookmarks, Photo Stream
- iWork cloud storage
- cloud storage for third party apps
- iOS backup
- new iDisk for Mac
- projected growth, cost/user
- plan to scale to 100 million users
- transition plan for paid members
- what about email?
- Find My Friends
- Photo Stream
- iWork cloud storage (Roger Rosner)
7. Mac - David Moody, Bob, Craig Federigi, Randy Ubilos & ?
- Hardware roadmap
- Lion plan
- Mac App Store
- Final Cut Pro DEMO (Randy & ?)
8. Apple TV 2- David Moody, Jeff Robbin
- Strategy: stay in the living room game and make a great “must have” accessory for iOS devices
- sales so far, projections for this holiday season
- add content:- NBC, CBS, Viacom, HBO, …
- TV subscription?
- where do we go from here?
- apps, browser, magic wand?
9. Stores Update – Eddy, Patrice
- Strategy: Leap even further ahead of Google in music
- iTunes in the cloud
- App Store
- Strategy: Leap even further ahead of Google in discovering great new iOS apps
10. iAds Update – Andy Miller
11. Retail Update – Ron Johnson