A trial to remember...
After a contentious three-week patent trial between Apple and Samsung, jurors awarded Apple $1.05 billion and concluded that Samsung “willfully” infringed several Apple patents. The legal battle was significant for the normally clandestine company. Lawyers managed to get Apple talking in ways it never had, from telling emails between executives to weird and wonderful iPhone prototypes. Here are the juiciest revelations.
With the iPod’s success, the big question was what would Apple do next? “There were many things that led to the iPhone at Apple,” said Apple senior vice president Phil Schiller during the trial. That led to some out-of-the-box brainstorming. “Apple employees tossed around ideas like making a camera, a car, and other ‘crazy stuff.'”
Eddy Cue's email to Tim Cook
Recruiting for the "Purple Project"
In 2004, Jobs tasked Scott Forstall, senior vice president of iOS software, to form an in-house team to develop what would eventually become the iPhone’s user interface. “We’re starting another project,” Forstall told potential recruits. “It’s so secret I cannot tell you what the project is. You are going to have to give up nights and weekends for a couple years.”
The "Purple Project's" top-notch security
Apple is particularly known for its secrecy, but security on The Purple Project went above and beyond: employees worked in a separate area, and security cameras were set up. “We put a sign up that said “Fight Club,'” Forstall said, a reference to the Brad Pitt film, which the team, emulated, if only in part. “The first rule of ‘Fight Club’ is you don’t talk about ‘Fight Club.'”
Users who double-tap Web pages on their iPhones to quickly zoom-in have Forstall to thank. When Forstall was surfing the Web on an iPhone prototype, he realized he was wasting time pinching and zooming the page to fit text on the screen. “I realized I have this incredibly powerful device, why can’t it figure out the right size for me?” he said during his testimony. That’s when he tasked his team to figure out a shortcut.
The 8-sided iPhone
The rounded iPhone
The ogee-style iPhone
The tall-and-skinny iPhone
Taking a page from the iPod Mini
The final iPhone design
The kitchen table
When Apple’s industrial designers, a group of 15 or 16, drum up the looks for the company’s products — the iPhone, included — it’s done so family-style around a kitchen table. “We’ll sit there with our sketch books and trade ideas,” veteran designer Chris Stringer testified, who referred to the team as a pretty maniacal group of people. In fact, the group may end up with 50 designs for one single button. Said Stringer: “That’s where the really hard, brutal honest criticism comes in.”