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Jobs called for "Holy War with Google" in leaked email

Posted: 08 Apr 2014 ?? ?Print Version ?Bookmark and Share

Keywords:patent infringement? iPad? Apple? Samsung?

Samsung submitted an email Steve Jobs circulated to his executive team a year before his passing as evidence in defence of charges it infringes five Apple patents. In the email, Jobs outlined in detail the priorities for their annual strategy planning meeting.

Access to such private communications and other company confidential documents are among the most fascinating by-products of cases such as Apple v Samsung. Overall this emailthe full text of which is on a following pageshows Jobs kept his finger on the pulse of all aspects of Apple's business down to fine details such as the following:

- iPad 2

- new ID, H4, UMTS + Verizon in one model, cameras, ...

- EVT units & cases

- HDMI dongle (use for projection of demos below?)

The email also shows Jobs's focus on high-level strategy and technology issues such as rising competition from Google and the cloud. His email specifically called out to Apple top execs:

- 2011: Holy War with Google

- all the ways we will compete with them

- primary reason for this Top 100 meetingyou will hear about what we're doing in each presentation

Later he wrote:

- 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

And later again he wrote:

5. iOSScott, Joz

- Strategy: catch up to Android where we are behind (notifications, tethering, speech, ...) and leapfrog them (Siri, ...)

Samsung pointed to the lines above to suggest Apple tracked and followed technology advances from its rivals such as Google and Microsoft. It aims to convince jurors that Samsung's efforts comparing its phones to the iPhone are similar to what Apple did. For example Apple rolled out its iCloud offering to synch devices after seeing Google deliver similar capabilities.

As you read this email, many other technologists are pouring over it for new insights. For example, Trip Chowdhry, managing director of equity research at Global Equities Research, drew several conclusions from it. For example, in a research note Chowdhry concluded, "Apple has failed to deliver any new products, has lost market share to Google, is losing developers and employees to competition."

In addition he said, "Under Tim Cook, Apple has lost more than $150 billion of shareholder value in the last one and half year." He called for Apple to hire former executive Jon Rubinstein, now a board member at Amazon, as Apple's CEO. Rubinstein "is instrumental in driving Amazon.com's Lab126 innovationsincluding the recently launched FireTV, upcoming Amazon's Touchless Smart Phone, and many other rumoured innovative products," he wrote.

Thus the former Apple exec "can revive Apple and Apple's stock, and may be the right choice to be the new CEO of Apple," he added.


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