Tuesday, Aug 24, 2021, 19:32 Others

E-Mail From Steve Jobs In 2010 – Planned iPhone Nano & Mac Mentioned

The court battle between Apple and Epic Games has gone on for exactly one year now. The proceedings will determine the future of the App Store. During the entire process, many interesting pieces of information from deep within Apple's archives have been brought into the light again – thanks to certain parts of the documents opened to the court also being available to the public. TheVerge recently found an e-mail from Steve Jobs written in October 2010 with recommendations for the next quarter's strategy.

iPhone "nano"
At the time of the e-mail, Apple had only just released the iPhone 4 – the first iPhone with a high resolution "retina" display. In comparison to today's standards for smartphone size, the iPhone 4's 3.5" dimensions were rather puny and at the time there were already larger smartphones on the market. At the very end of Steve Job's "strategy" e-mail, an "iPhone nano plan" is mentioned – here's the e-mail released to the court:

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Just a quick refresher – Apple has never released an iPhone "nano" before. The "nano" suffix was only used for the now discontinued (thanks to the advent and popularity of music streaming services) iPod nano MP3 player. It's unclear whether or not the "nano" suffix with regards to the iPhone was meant to refer to an iPhone design with a smaller display and housing, or simply a budget model with a stripped-down interior. Jony Ive, Apple's head of design at the time, was expected to present models and renderings of the new product. However, whatever led to the product never seeing the light of day isn't addressed in the e-mail.

The First iPad – Selling Better Than The Mac After Only 6 Months
Apple released the first iPad in 2010 with talks from Jobs of the arrival of a "post-PC era", by which the Apple CEO meant that tablet devices such as the iPad would soon replace standard desktops and laptops. In the strategy e-mail, Jobs states that 66% of Apple's income at the time came from "post-PC" devices and that the iPad had begun to outsell the Mac after only 6 months.

Jobs also claims makes the argument that the Mac should no longer be the center of Apple's "Digital Hub" – instead, the "cloud" should be. According to Jobs, 2011 was "the year of the cloud". From now onwards, PCs would only be clients capable of fetching information from servers, like iPhones and iPads. This would also have the added benefit of adding exclusive features allowing Apple devices to cooperate with one another over the cloud, binding customers to the Apple ecosystem.

Nowadays, however, things look a little bit different than Jobs forecasted. Although the iPad has continued to be incredibly successful, it still hasn't replaced traditional desktop PCs and laptops. Despite a period of extreme initial hype, interest in the tablet PC has shrunk considerably over the last few years.

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