Plan a mysterious meeting "Top 100" at Apple. Letter Jobs Bashny.Net

In October 2010, Steve Jobs sent an email to Phil Schiller (senior vice president of marketing for Apple) with the theme of "Top 100 - A '. The letter contained a top-secret plan a meeting titled "Top 100", which was to be held in early 2011. H5>




Date "Top 100" are important events at Apple. In 2011, CNN рассказали, that this is a meeting, and how it all happens ...
There is a small group of employees at Apple, which has met with Steve. It's called the Top 100, and every year or so collecting these Jobs elected to a three-day intensive with regards to the company's strategy in a secure undisclosed location. Everything connected with the meeting «Top-100" as its existence is shrouded in mystery. Those who took part, urged not to make this event to your calendar. Participant must completely deny his connection with such event, even when discussing internally. Visiting forbidden to come to the venue by car, instead they had to take the bus, which run from Cupertino (headquarters of Apple) in places such as luxury Chaminade Resort & Spa in Santa Cruz, which meet two main requirements Jobs: good food and a lack of golf. Apple has carefully chosen the place, checking meeting rooms for any bugs or other listening devices.

Meeting of the "Top 100" was an important management tool for Jobs. He and his top aides used the meeting to inform the tops of where strategically moving company. This event also gave him the opportunity to share Jobs global plan with a new generation of leaders Apple. Jobs focused on personalities. Each session was created by the same rules as the world-famous presentation of products from Apple, which conducts Steve. Presenter career rates were extremely high, as much pressure on the nerves. "The meeting of the" Top 100 "was the most horrible event in the life of some 10 speakers. For the remaining 90 are the best days of their lives, "- says one of the former vice president, who also appeared on stage with the report a few no back. Jobs sometimes used the meeting to present the hundred most important initiatives of selected companies. "I was on the Top-100 when Steve showed us the iPod. Also we absolutely nobody knew about iPod'e "- says Mike Janes, who worked at Apple from 1998 to 2003 and remains close to the leadership of Apple.

To be among those invited to «Top-100", the participant had to be approved personally by Steve Jobs, with a guest post does not have much effect. "My job is to work with a top 100 company employees, not just with the vice president. Some of them are key figures in the company that generate these or other ideas that I can extend to the whole hundred, "- once said Jobs интервью Fortune in 2008. In private, Jobs gave the top 100 even more important. If Steve had to create some new company, these 100 people, he would bring with him.

And yet, despite the existence of a hundred favorites, Apple was not in the caste system. One-time invitation to the "Top 100" does not mean that now you're there forever. By decision of the Jobs list of participants varied from year to year, and it is quite humbling - to be banished from this elite club. For those who remained in Cupertino, chatter and gossip started exactly at the moment when the favorites were leaving. Employees who prepared the top hundred, arranged such a "worst hundreds lunch" to discuss the news.

Below is a new letter to Jobs, which became public in the framework of litigation between Apple and Samsung, although it appears as an application of the defendant with a mark « Highly Confidential - Attorneys' Eyes Only i>» (Strictly Confidential, only for lawyers) . Given the level of secrecy of these meetings, "Top 100" and the fact that 2011 was the last for Steve Jobs at Apple, this letter deserves special attention.

From: Steve Jobs
Date: October 24, 2010 6:12:41 PM
Whom: ET
Subject: Top 100 - A

Here is my current plan. Steve

1. Strategy for 2011 - SJ
- Who are we?
- The number, mean age, ...
- The number of vice-presidents, the promotion of senior staff in the past year
- Percentage of novices at this meeting
- What do we do?
- Pie chart of the product line and revenue that they generate
- The same graphic with the combined tablet and phone
- The era of the PC after
- Apple is the first company to reach its
- Products of the post-PC era, generate 66% of the company's revenues
- IPad sales exceeded the Mac for 6 months
- Post-PC era = more mobile (smaller, thinner, lighter) + communication + application + cloud services
- 2011: The Holy War with Google
- We will compete with them in all directions
- The main reason for the meeting «Top-100" - you'll hear about what we do in every presentation
- 2011: The Year of the Cloud
- We invented the concept of Digital Hub
- PC as a hub for all your digital assets - contacts, calendars, bookmarks, photos, music, videos - Digital Hub (center of our universe) is moved from the computer to the cloud
- PC is now just another device along with the iPhone, iPad, iPod Touch, ...
- Apple is in danger of being tied to the old paradigm too long (the innovator's dilemma)
- Google and Microsoft are ahead in technology, but still do not quite understand it - to tie together all of our products to close the users in our ecosystem
- 2015: the new campus

2. Condition of the company - Peter and Tim
- Results of the 2010 financial year
- Plan on 2011th financial year
- Where is our business - geo analysis (other, Europe, Japan, Asia, possibly break into China) (presentation on the map)
- Main stages, trends and future goals
- Comparison with Google, Samsung, HTC, Motorola and RIM

3. iPhone - Jose and Bob
- Strategy for 2011:
- IPhone 4 plus with a better antenna, processor, camera and software to stay ahead of the competition until mid-2012
- New version of LTE in mid-2012
- Create a budget model based on iPhone iPod Touch, to replace the 3GS
- Business and competitive update
- Display advertising Droid and RIM
- Verizon iPhone
- Schedule, marketing, ...
- The hardware of the iPhone 5
- Performance H4
- New design of the antenna, etc.
- The new camera
- Plan
- Privacy
- Cost goal
- Display model (and / or visualization) - John

4. iPad - Bob, John, Dan Riccio, Michael Tchao, Randy Ubillos, Xander Soren, Roger Rosner - 2011 Strategy: to ship iPad 2 with incredible hardware and software programs before our competitors catch up with the level of our current model < br /> - Business and competitive update - Michael
- Applications adaptation to the corporate sector, ...
- Display advertising Samsung, HP (?) And iPad
- 2011 card products - Bob, Dan & Joni
- IPad 2
- A new ID, H4, UMTS + Verizon in one model, camera, ... - EVT
- HDMI connector (used for projection demo below?)
- IPad 3
- Display, H4T
- Demo:
- PhotoBooth (Michael?)
- IMovie (Randy)
- GarageBand (Xander)
- System authoring text books (Roger)
- Working display for the iPad 3 (during the break)

5. iOS - Scott, Jos
- Strategy: Android catch up in those areas where lagging behind (notice tetering, language, ...) and to surpass them (Siri, ...)
- Chronology of releases iOS from first to Telluride, including Verizon
- Fundamentals of Jasper
- Fundamentals of Durango (without MobileMe)
- Fundamentals of Telluride (based on the principle "catch up and overtake»)
- Demo:
- Jasper: AirPlay for AppleTV - video from iPad, photo from iPhone, ...?
- Durango :? (Without MobileMe)
- Telluride: Siri,?

6. MobileMe - Kew, SJ, Roger Rosner
- Strategy: to catch up with Google and cloud services around them (Photo Stream, data storage in the cloud) - Android
- Deep integration into cloud services Google
- Far ahead of Apple's cloud services for contacts, calendar, mail
- 2011
- Year of the cloud Apple
- Assign all our products together
- Make the Apple ecosystem more pegs
- Free MobileMe for iPhone 4, iPad and the new touchscreen iPod
- Jasper
- Register using Apple ID, Find My iPhone
- Durango
- Find My Friends, calendar, contacts, bookmarks, Photo Stream
- April
- IWork cloud storage
- Telluride
- Cloud applications for third parties
- Backup iOS
- New iDisk for Mac
- Height
- Projected growth, cost / user
- Plan, scalable up to 100 million users
- Plan the transition to a paid subscription
- How about email?
- Demo:
- Find My Friends
- Calendar
- Photo Stream
- IWork cloud storage (Roger Rosner)

7. Mac - David Moody, Bob, Craig Federidzhi, Randy and Ubilos? - Scheme of hardware
- Plan Lion
- Mac App Store
- Final Cut Pro DEMO (Randy &?)

8. Apple TV 2 - David Moody, Jeff Robbin
- Strategy: to stay in the living room and full bath make the gaming must-have accessory for iOS devices
- Sales forecasts for this holiday season
- Add your content:
- NBC, CBS, Viacom, HBO, ...
- Subscribe to TV?
- Where do we go from here?
- Applications, browsers, magic wand?

9. Update shops - Eddie Patrice
- Music
- Strategy: withdraw even further ahead of Google in music
- Beatles
- ITunes in the Cloud
- App Store
- Strategy: withdraw even further ahead of Google in the development of new applications for iOS

10. Update iAds - Andy Miller

11. Upgrade Retail - Ron Johnson blockquote>
Once Steve Jobs presentation to quote a famous hockey player Wayne Gretzky, which fully reflects his approach to managing the Apple: & quot; I slide back to where is located the puck, not to where it was < / i> & quot ;.

Original promulgated letters.

Source: habrahabr.ru/post/218575/