Письмо Стива Джобса
Это письмо Стива Джобса за год до его смерти 100 топ-сотрудникам Apple о дальнейшей стратегии компании. Я пропустил это письмо, когда оно было опубликовано в 2014 году в рамках судебного процесса между Apple и Samsung, а сегодня случайно на него наткнулся. Не могу сказать, что в письме содержатся какие-то мегаоткровения, но все равно интересно почитать о дальнейшей привязке пользователей к экосистеме и «Священной войне с Google»
From: Steve Jobs
Date: October 24, 2010 6:12:41 PM PDT
To: ET
Subject: Top 100 — A
Here«s my current cut.
Steve
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 & RIM3. 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
— schedule
— [CONFIDENTIAL]
— 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)
— DEMOS:
— 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)
— Android
— deeply integrates Google cloud services
— way ahead of Apple in cloud services for contacts, calendars, mail
— 2011
— 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
— 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
— Growth
— projected growth, cost/user
— plan to scale to 100 million users
— transition plan for paid members
— what about email?
— DEMOS:
— Find My Friends
— Calendar
— 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
— Music
— Strategy: Leap even further ahead of Google in music
— Beatles
— 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
