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Old Apr 4, 2014, 09:09 PM   #1
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Apple TV 2, Magic Wand Outlined in New Steve Jobs Email




Steve Jobs outlined a potential future for the Apple TV in an email correspondence with top Apple executives in 2010, a year before his death, noting potential plans for the "Apple TV 2" that included TV subscriptions, apps, browser and a "magic wand" control device. The email was published today as a part of Apple's lawsuit trial with Samsung (via The Verge).
Quote:
8.*Apple TV 2 -*David Moody,*Jeff Robbin
- Strategy: stay in the living room game and make a great "must have" accessory for iOS devices
-*sales so far, projections for this holiday season
-*add content:
- NBC, CBS, Viacom, HBO, ...
- TV subscription?
- where do we go from here?
- apps, browser, magic wand?
While the potential Apple TV features aren't mentioned in concrete terms, they do provide insight into features Apple was internally discussing and considering in 2010. Additionally, the internal email also confirms that Apple has considered using its patented Nintendo Wiimote-like MagicWand to control Apple TV.

Jobs' email also goes over other subjects for Apple's 2010 Top 100, a secret meeting in which top Apple employees discuss strategy for the upcoming year, including plans for the "plus" iPhone 4 that was eventually named the iPhone 4s and a low cost iPhone model based on the iPod touch that would replace the iPhone 3GS.

Plans for the future of iOS are also mentioned, with Jobs noting that strategy should be to "catch up to Android where we are behind (notifications, tethering, speech...) and leapfrog them (Siri, ...)".

The subject of Apple's now defunct MobileMe service makes up another large part of the email, with Jobs acknowledging that Google was "way ahead of Apple in cloud services" and that both the search giant and Microsoft had better technology than Apple but had not "figured it out yet". The email also notes that Apple's plan was to improve MobileMe to the point where it tied all Apple's products together and made its ecosystem even more "sticky", so that it would be more difficult for customers to leave for a competitor.

Finally, the email makes mention of Apple's desire to further its lead over Google in music and great apps in the App Store as a part of Apple's "holy war" with Google, with mentions for both The Beatles and iTunes in the Cloud.

Article Link: Apple TV 2, Magic Wand Outlined in New Steve Jobs Email
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Old Apr 4, 2014, 09:11 PM   #2
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2010: "where do we go from here?"

2014: nowhere
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Old Apr 4, 2014, 09:17 PM   #3
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And now with all the idea headliners out, what does Apple have next up there sleeves?
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Old Apr 4, 2014, 09:18 PM   #4
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Just have to wait and see what happens.

I can't wait to stop paying for cable TV, just haven't found the right avenue yet.
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Old Apr 4, 2014, 09:19 PM   #5
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Originally Posted by MacRumors View Post
magic wand?
Please tell me this isn't going to be the name for a new AppleTV remote...
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Old Apr 4, 2014, 09:20 PM   #6
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MR just buried the lead.

Really - "magic wand for Apple TV" is the headline for this document that reveals so much more?
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Old Apr 4, 2014, 09:20 PM   #7
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I liked this one:


5. iOS - Scott, Joz

Strategy: catch up to Android where we are behind (notifications, tethering, speech, ...) and
leapfrog them (Siri, ...)
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Old Apr 4, 2014, 09:21 PM   #8
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Originally Posted by Sky Blue View Post
2010: "where do we go from here?"

2014: nowhere
hahah ouch !
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Old Apr 4, 2014, 09:24 PM   #9
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OMG - AppleTV's gonna have a "Magic Wand"!

Awesome Apple Innovation!!!


Oh, wait....

Thumb resize.
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Old Apr 4, 2014, 09:31 PM   #10
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These were ideas put forward in 2010.. My guess is over the past 4 years Apple has refined those ideas.

Ain't gonna be no magic wand.
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Old Apr 4, 2014, 09:31 PM   #11
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6. MobileMe - Cue, SJ, Roger Rosner
- Strategy: catch up to Google cloud services and leapfrog them (Photo Stream, cloud storage)
- Android
- deeply integrates Google cloud services
- way ahead of Apple in cloud services for contacts, calendars, mail
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Old Apr 4, 2014, 09:34 PM   #12
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why not just use your iPhone to control your atv? it has an accelerometer why not use it, without developing a new product.
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Old Apr 4, 2014, 09:35 PM   #13
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Apple takes it's sweet ass time .... Because they can . They haven't released anything this year and when they do people will still buy in droves .
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Old Apr 4, 2014, 09:37 PM   #14
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Originally Posted by Ddyracer View Post
why not just use your iPhone to control your atv? it has an accelerometer why not use it, without developing a new product.
Because then it's nothing more than an iPhone accessory.
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Old Apr 4, 2014, 09:37 PM   #15
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Originally Posted by newyorksole View Post
Apple takes it's sweet ass time .... Because they can . They haven't released anything this year and when they do people will still buy in droves .
The memo that is referenced in this story paints a different picture. One of a company that also fears its competition and is trying leapfrog them as soon as possible.

But I agree - people will still buy it in droves.
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Old Apr 4, 2014, 09:38 PM   #16
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Ah Steve Jobs; he lives on, in courtroom legal battles at the very least. I wonder what Apple would be today if he were still here. Would his intensity and laser focus mean Apple would be much different today? Or are the respected Tim Cook and team so ingrained in the Apple way that not much would be different - maybe just the personal approach and interactions, but products and services much the same as if Steves massive controlling influence were still here and 'live'. Still he's not here and I think Tim and team are doing great.
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Old Apr 4, 2014, 09:43 PM   #17
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I find it odd that this whole email was brought up in a court patent battle about the iPhone - what does the AppleTV have anything to do with this?
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Old Apr 4, 2014, 09:43 PM   #18
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Apple must be wondering who is the 'mole' responsible for leaking those --most likely-- highly confidential documents to Samsung.
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Old Apr 4, 2014, 09:44 PM   #19
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Originally Posted by Ddyracer View Post
why not just use your iPhone to control your atv? it has an accelerometer why not use it, without developing a new product.
That is what I do.
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Old Apr 4, 2014, 09:45 PM   #20
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Originally Posted by macs4nw View Post
Apple must be wondering who is the 'mole' responsible for leaking those --most likely-- confidential documents to Samsung.
Or maybe it was given to the lawyers during discovery.

I swear - why does everything have to be a conspiracy.
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Old Apr 4, 2014, 09:47 PM   #21
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Originally Posted by samcraig View Post
The memo that is referenced in this story paints a different picture. One of a company that also fears its competition and is trying leapfrog them as soon as possible.

But I agree - people will still buy it in droves.
Respecting your competition is healthy. When you stop evaluating your weaknesses, you have problems.
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Old Apr 4, 2014, 09:49 PM   #22
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Respecting your competition is healthy. When you stop evaluating your weaknesses, you have problems.
I never said otherwise. However, there are at least a few "regulars" here who would insist that Apple never cares about or does anything as a reaction to competition.
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Old Apr 4, 2014, 09:55 PM   #23
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Apple must be wondering who is the 'mole' responsible for leaking those --most likely-- highly confidential documents to Samsung.
Huh? It's not a mole it's part of discovery.
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Old Apr 4, 2014, 10:02 PM   #24
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Huh? It's not a mole it's part of discovery.
No Rogifan - it has to be a mole. Or Samsung beat the ever loving crap out of someone at Apple to get the document. Or Samsung stole it physically or by breaking into Apple's network. Because clearly there was no other way.

ETA: By the way - you tend to be vocal about MR's editorialship at times. Does it not strike you as interesting that they buried the lead?
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Old Apr 4, 2014, 10:03 PM   #25
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Originally Posted by gkarris View Post
OMG - AppleTV's gonna have a "Magic Wand"!

Awesome Apple Innovation!!!


Oh, wait....

Thumb resize.
you read it wrong. it was a question ala brainstorming. in 2010.
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