May 9, 2021


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The Epic / Apple battle shows how execs think about their business

Except The case note of Apple’s slideshow, internal emails are probably the only interesting thing to emerge Epic attacks against the App Store. They provide a glimpse into how company execs think.

Android v Apple

As you might expect, there’s a lot of information about how Apple works to distinguish iOS from Android, and a little insight into how the company sees the services as a way to retain iPhone users. “I’m concerned that iMessage on Android will only serve to remove an obstacle to iPhone families giving their children Android phones,” Apple’s Phil Schiller – now an Apple Fellow – told other executive.

IMessages never landed on Android, but the exchange proved that the company somehow made it think about it about it – and many of Apple’s top brass (including Eddy Cue) thought it a good idea. It’s interesting that even where Apple teams have different opinions, they seek approval.

When it comes to Epic’s case against Apple, executives are pretty clear:

“Epic wants us to be Android, but we don’t want to be. And our consumers don’t want that either. They want the option,” Apple attorney Karen Dunn said in the opening statement.

What about Web apps?

Apple CEO Steve Jobs raised surprise about the original iPhone when he suggested it would be made by third-party apps just allow to run on the device as Web apps. We all criticized that decision at the time and it turns out that moving was a big topic of discussion back then. Soon they changed their minds and the iOS ecosystem was born.

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