Weve made it through the specialist witnesses of Epic v. Apple, and as a reward, Phil Schiller– presently an “Apple Fellow,” whatever that is, and formerly the senior vice president of worldwide marketing– took the stand like a twinkly App Store St. Nick. To hear him inform it, Apple is a terrific partner to designers, selflessly enhancing dev tools and responding to their requirements. Sometimes the testimony seems like an extended ad for iOS.
The objective of the statement is to paint the App Store as a part of the iPhone that cant be gotten rid of or changed by a completing alternative. To this end, we heard in exhaustive detail about the enhancements made to the iPhone that benefit the designers in the App Store. Its practically an Apple event on the stand.
Among the extensive list, Schiller determined Metal, one of the developer tools Apple produced. Strong burn!
Schillers statement spends some quality time back in 2007
There is another factor a time-traveling Fortnite could not have actually launched on the very first iPhones in 2007: the App Store didnt exist yet, either. This specific fact is somewhat inconvenient for Apples argument that the iPhone and the App Store are inseparable.
When the iPhone launched, the only apps on it were Apples own; all other apps were web apps. This was the genesis of the App Store: Apple realizing that individuals were going to put their own apps on the iPhone no matter what it did.
From the dive, security was going to be a concern, Schiller said. After all, the point of the phone was that you might carry it around– which included collecting place data. IOS was built from the ground up with this in mind, Schiller says. (This line of testimony is a defense to Epics argument that MacOS permits side-loading, and it is therefore anticompetitive that iOS does not.) To put a stop to the jailbreaking, Apple did something unusual: instead of showing the world a completed product, it announced it was working on something. That something was the App Store.
Look, “secured” has actually an accepted significance, and its not a very friendly one
At the time of this statement, Apple didnt know if it would make money, Schiller testified. He also recommends that the line was not a guarantee that Apple would not make money. The App Store was a “huge” danger, Schiller stated.
Look, “secured” has actually an accepted significance, and its not an extremely friendly one: prisoners, for instance, are secured. Schiller provides this the old college try anyhow, telling the court that the idea behind “locked in” was simply to make services more appealing, so that consumers would not want to leave. Later in the e-mail, Jobs speaks about making the ecosystem even more “sticky,” which is less enormous, but– glue traps are sticky. Are flystrips. When was the last time that being adhered to something was favorable for you?
Hey, Schillers an online marketer. He was Apples marketing person for actual years! Constantly be closing, baby. And so if it at times looked like he presented Apple as though it were a selfless do-gooder, reacting to devs ask for in-app payments– which was a then-nascent company– by developing capability for that into the store, well, thats his task. Still, providing one of the most ruthlessly effective atm in tech as a valuable good friend of small designers is sort of like painting a whale shark orange and calling it a goldfish who feeds other goldfish.
Regardless of Schillers friendly attitude, some of his testament is a stretch. He states he does not see mobile as a duopoly. He notes Samsung, Microsoft, Google, and Amazon as competitors. The Amazon Fire phone was terminated in 2015, as was the Windows Phone. Possibly they haunt his dreams, but they certainly dont haunt the market.
Schiller mostly does what he requires to do for Apple– as I suppose he has for 30-odd years. Hes cheerful, enjoyable to listen to, and at times, extremely convincing. The concern in this case, though, is if marketing to a judge is as simple as marketing to Apple clients.
Weve gotten through the expert witnesses of Epic v. Apple, and as a reward, Phil Schiller– currently an “Apple Fellow,” whatever that is, and formerly the senior vice president of around the world marketing– took the stand like a twinkly App Store St. Nick. Amongst the extensive list, Schiller identified Metal, one of the designer tools Apple produced. When the iPhone released, the only apps on it were Apples own; all other apps were web apps. At the time of this announcement, Apple didnt understand if it would make cash, Schiller testified. Schiller primarily does what he requires to do for Apple– as I suppose he has for 30-odd years.