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This one email explains Apple
An email has been going around the internet as a part of a release of documents related to Apple’s App Store based suit brought by Epic Games. I love this email for a lot of reasons, not the least of which is that you can extrapolate from it the very reasons Apple has remained such a vital force in the industry for the past decade.
The gist of it is that SVP of Software Engineering, Bertrand Serlet, sent an email in October of 2007, just three months after the iPhone was launched. In the email, Serlet outlines essentially every core feature of Apple’s App Store a business that brought in an estimated $64B in 2020. And that, more importantly, allowed the launch of countless titanic internet startups and businesses built on and taking advantage of native apps on iPhone.
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In the large living room of a charming, beautiful beach house in Pebble Beach, California, a young and brash CEO engages in a lively debate with the eleven employees of his new startup. CEO and team go back and forth, pushing each other on essential details of a new product they re developing
.
What no one knew at the time was that conversations like this one would one day lay the foundation for one of the most valuable companies in the world.
The year was 1985, and the CEO was Steve Jobs.
After being forced out of Apple, Jobs quickly formed a new startup, NeXT. The company developed computers and software targeting the higher education and business markets. Most of the NeXT team were former Apple employees that followed their old boss, and were already accustomed to the spirited debates from their time working together on the Macintosh.