Apple and Samsung are back in court again this week, again trying to go at one another’s throats and tossing accusations all over the place. We’ll let them fight all day long, because as the case continues we’ve been let in on some secrets about both companies, and even some new quotes from Steve Jobs, that we never really knew about in the past. We gathered five of the most compelling revelations — we’re expecting more to surface — and here’s what we found.
1. Apple is Super Afraid of Android
You might think that, following record iPhone sales last quarter, Apple isn’t afraid of Android. You’d be wrong, however, because new documents that surfaced during the trial this week show that Apple is indeed very afraid of the potential for Android’s continued growth. After all, any growth means potential iPhone customers that are being gobbled up by Samsung and other OEMs. During the trial this week, one slide showed a statement where Apple said it believes “competitors have drastically improved their hardware and in some cases their ecosystems. “I can’t help but thinking ‘these guys are feeling it’ (like an athlete that can’t miss because they are in a zone), while we struggle to nail a compelling brief on iPhone,” Phil Schiller said in an email to his ad team. Think that’s aggressive? Hear what Steve Jobs said next.
2. Steve Jobs Wanted to Wage a “Holy War” with Google
Steve Jobs famously said that he wanted to start a “thermonuclear war” on Android. However, during the trial this week another quote from Steve Jobs surfaced. In an email to the top 100 executives at Apple, Jobs made a list of things he wanted to see accomplished in the future. On that list was :”2011: Holy War With Google.” The list appears to suggest Apple planned to beat Google to the post-PC era with smaller, thinner devices, and by keepings users inside of its ecosystem. Jobs also said he wanted to beat Google in music, in cloud services and storage, and in the app race.
3. Apple Once Wanted the iPhone to Have an Always-On Display
These days we really like phones that always listen, like the Moto X, but Apple considered something else entirely: a device with an always-on display. Details for its plan were also revealed during the trial, and Apple eventually decided against the implementation because, as you might imagine, it was a waste of battery life. Since the case also focuses on a swipe-to-unlock patent, Apple also detailed that it had plans to never even include a lock screen at all. The argument of course is: if Apple had never created a touch-sensitive unlock function, would our phones still have the swipe-to-unlock feature?
4. Samsung’s #1 Priority is to Beat Apple
Samsung didn’t want to just beat anyone in the smartphone race: it wanted to beat Apple. A new internal document that surfaced during the trial says specifically: “Beating Apple is #1 Priority (everything must be in the context of beating Apple).” The classified slide also labeled Apple as a very real and urgent threat to Samsung — something that was apparent since the original iPhone showed how good a touchscreen can be. In response, the South Korea-based company bumped up its marketing efforts — so much so, in fact, that the company’s expensive Super Bowl ad impressed Apple’s Phil Schiller — pushing Apple to press its advertising partners to step up their game.
5. The Original iPhone Was Codenamed “Purple”
The suit between Apple and Samsung also revealed some fresh secrets surrounding the original iPhone. In fact, The Wall Street Journal revealed recently that the original iPhone was code named “Purple” inside Apple. One of the engineers working on the original iPhone, Greg Christie, also revealed that he had just two weeks to come up with some of the first ideas for iOS before the original iPhone was launched, including the bounce-back scrolling feature, (also the subject of patent battles), and how text message threads were going to look. Christie also revealed how shocked he was when he finally saw the original iPhone come to fruition, way back in 2007.
These are just five things we didn’t know before this week’s lawsuit picked up again. Hopefully we hear even more about what goes on behind the scenes at two of the biggest players in tech over the coming days.