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macrumors 6502a
Aug 21, 2015
Ten Forward
Lol - I am sure the Apple lawyers loved seeing "Holy War with Google" in writing.
Steve never minced words with how he felt about Google.

“I will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrong,” Jobs said. “I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this.”


macrumors regular
Sep 24, 2015
North of Sweden
Interesting that they always say that they don’t care what other companies are doing, just make the best products they can. But here in writing they talk about all the ways they need to catch up and compete with the other companies and try to stay ahead of the curve, and even watch other companies ads haha


macrumors 6502
May 6, 2008
Wait a second. Your company excelled in what it did and as a result had a monopoly on the companies services? Was it a monopoly or was it the market competition was so poor clients didn't use the competitions services.
Yes. We built a very technical, hard to manufacture consumer device that was very popular. This provided a natural monopoly position in the market for many years. Having this type of monopoly position is not unlawful. Making decisions to extract excessive rents and other such exploitative decisions is. We did face a lawsuit by another company accusing us of monopolistic practices. I was a star witness for the prosecution based on a memo I wrote that they hauled out of the discovery process. Fortunately the jurors realized I was using a bit of creative license writing in the fashion I did, and was not subverting the market. We won the trial, and I got a nice engraved clock from our attorneys. My lasting vestige at the company is that my memo is used in the training classes they provide now about how to avoid creating something that can come back to haunt you when a discovery motion is filed. Jobs creative use of the phrase "Holy War" would be something that would be seriously frowned upon by the teachers of this class.
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macrumors newbie
Mar 3, 2008
Did anyone else catch the "review iPad Commercial" This email is from October, iPad didn't debut until April.


macrumors 68030
Jun 8, 2018
Victoria, British Columbia
I do remember how persistent this rumor was around 2009-10, at the time phones were still all very small. No Galaxy Note yet and people were coming from flip phones or older candybar form factors with maybe 2 inch screens. Some of the early Androids had smaller screens than the iPhone, 3.2" being a size I remember but I think they went lower than that by a bit. Maybe 2.8"?


macrumors 6502
Aug 9, 2021
One interesting note here. There is no mention of iPhone 5 growing in size. I have always suspected that Steve didn't okay that, seeing as how perfect the iPhone 4 worked using only one hand. Now, it looks like maybe I was right?


macrumors 65816
Sep 29, 2008
Toronto, Canada
Heh, funny how they reference the "Post PC Era"... Well its 10 years later and the iPad made a lot of strides, but the iPad OS is still crippled in comparison to a desktop/laptop computer regardless of MacOS or Windows.

One truly wonders if things would have been different with Steve Jobs still at the helm. Though I do remember Jobs was against larger phone sizes, hence why the iPhone lingered at 3.5" for 5 generations while Androids had larger sizes.

Though market forces would eventually force it, like I'm sure it did anyway.


macrumors 65816
Sep 29, 2008
Toronto, Canada
Have never really been a fan of the mini screen sizes. After my first plus I’ve gone with the largest size everytime, otherwise my eyes are always squinting lol
I resisted the "Plus" iPhones for the first several generations, I had the iPhone 6, 6s and 8 in the smaller 4.7" size, but I finally cracked and got in on the big size with the XS Max, and 12 Pro Max. The smaller phones feel like toys now whenever I handle one now.
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Stealth Beige

macrumors newbie
Sep 18, 2014
I don't so much want a 'phone nano' as I'd like a 'pocket watch'. I think the watchOS expanded to the exact size of a driver's license would make a fantastic wallet sized bundle. MagSafe, perhaps? Maybe with a basic camera, maybe not. Cellular data, maybe without the phone (I'd also like the watch to get data independently of the phone, but that's a different issue...). No keyboard, just scribble text entry like the watch. I could leave my big phone behind for quick errands, but have a more interactive screen than an Apple Watch.

I think the watchOS is far better suited for this size than the phoneOS, and I'd love one.
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macrumors 68030
Dec 8, 2019
Two words:

Cellular AirPods

Why not? Siri can make/receive calls, read aloud messages, and play music. Add in Apple Glasses and you got an augmented reality phone, the next logical step after glass sandwiches we've had for a decade plus!
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macrumors newbie
Aug 19, 2021

An email from Steve Jobs surfaced as part of evidence of Apple's ongoing legal battle with Epic Games, has confirmed that in 2010, the company had internal plans of working on an "iPhone nano," a possible miniature version of the iPhone 4.


The email, spotted in a trove of evidence by The Verge, was sent by late Apple CEO Steve Jobs to fellow executives in October of 2010, months after the company had released the iPhone 4. The email consists of several different business plans for 2011, including Jobs wanting Apple to find its identity, its best selling points, and Apple's "Holy War with Google."

One section of the email, labeled "iPhone - Joz & Bob," referring to current Apple executive Greg Joswiak and former Apple executive Bob Mansfield, aimed to lay out the roadmap for the iPhone. Jobs notes in the email that for 2011, Apple would want to release a "plus" version of the iPhone 4 with improved antennas, a point likely inspired by antennagate, improved performance, camera, and software. Apple did ultimately follow through with that plan with the iPhone 4S.

The last point of the email is perhaps the most interesting, where Jobs lists "iPhone nano plan," with a "cost goal" and "show model (and/or renderings) - Jony" sub-bullet points. Rumors were swirling between 2009 and 2011 about Apple planning to release an "iPhone nano," which never came to fruition.

In the email, Jobs also listed wanting to create a "low-cost iPhone model based on iPod touch to replace 3GS". However, as The Verge notes, it's unclear if the iPhone nano referenced in the email is that low-cost iPhone Jobs was envisioning or an entirely different device.

Apple, up until 2014, had only offered one sized iPhone. With the iPhone 6 in 2014, the company introduced the iPhone 6 Plus, introducing the "Plus" nomenclature into the iPhone for the first time. The company has since drastically altered its iPhone strategy, offering a wide range of iPhone sizes, hoping to target customers who enjoy larger and smaller handsets.

Article Link: 2010 Email From Steve Jobs Confirms Apple Had Considered Launching an 'iPhone Nano'
What do you guys think of naming the upcoming iPhone 13 Mini to the iPhone 13 Nano. Seems cooler right?


macrumors regular
Aug 9, 2020
“tie all of our products together, so we further lock customers into our ecosystem”
- Steve Jobs


macrumors 68030
Jun 12, 2014
I'm having a hard time imagining a phone smaller than the iPhone 4S as a full featured smart phone. The iPhone 4S wasn't exactly huge to begin with.
I can imagine it has a cross between an iPhone and an Apple Watch, possibly with less “try to do it all” features and an emphasis on core features - phone, contacts, email, schedule etc. Just the basics for i those who may want a small phone that fits for certain job or personal situations. The Apple Watch didn’t appear to be on the table then so this would the closest thing.
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