In testimony, Apple mobile software head Scott Forstall said that he dedicated a top-secret building on the company’s campus to develop the project and that employees were reminded to keep their mouths shut with a sign on the front door that said “Fight Club” — a reference to the super-secret club outlined in Chuck Palahuniuk’s novel (and later, David Fincher film) of the same name.
Many employees, the report said, didn’t even know what they were working on.
Apple’s rejected iPhone designs included rounded corners, more glass: A report from Apple Insider shares that Apple had a number of ideas for the iPhone would look like, including a iPod-like design that was encased completely in metal and a design that would have seen the iPhone made of two pieces of shaped glass. Design constraints such as user comfort as well as factors such as cost and antenna interference prevented some of those designs from seeing the light of day.
Other prototypes included a phone with a wedge shape in the back that would have made it lighter, prototypes with rounded corners, boxier designs and sketches for a much more rounded back.
The project almost never happened:
The Journal also reported that the iPhone project almost didn’t happen. Apple designer Christopher Stringer told the court last week that even Apple’s late co-founder Steve Jobs had his doubts about whether or not the simple design that the company chose for the iPhone would actually be able to deliver.
Apple spent $647 million on iPhone marketing: And $457.2 million on iPad marketing, the Journal reported, based on testimony from Apple senior vice president of world-wide marketing Phil Schiller.
Steve Jobs was ‘very receptive’ to a smaller tablet: Despite public comments disparaging the idea of a smaller tablet, an e-mail exchange between Apple’s head of Internet software and services, Eddy Cue, and other top Apple executives indicates that Jobs was “very receptive” to the idea of branching off into the smaller tablet market. According to CNET, Cue e-mailed Forstall, Apple’s current CEO Tim Cook and Schiller about making a smaller tablet after using a Samsung Galaxy and reading reviews of smaller tablets on sites such as GigaOm. Cue wrote that he believed Apple should move into this area of the market.
“I expressed this to Steve several times since Thanksgiving and he seemed very receptive the last time,” he wrote in an e-mail dated from late January 2011.
Cue still identified Web browsing as the “weakest point” of the user experience on a smaller tablet, but said that e-mail, books, Facebook and video were “very compelling” on the smaller form factor.
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