Apple TV 2, Magic Wand Outlined in New Steve Jobs Email

appletv.pngSteve 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).


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.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

Top Rated Comments

Sky Blue Avatar
111 months ago
2010: "where do we go from here?"

2014: nowhere
Score: 57 Votes (Like | Disagree)
samcraig Avatar
111 months ago
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.
Score: 29 Votes (Like | Disagree)
Terrin Avatar
111 months ago
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.
Score: 13 Votes (Like | Disagree)
Rogifan Avatar
111 months ago
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.
Score: 12 Votes (Like | Disagree)
Peace Avatar
111 months ago
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.
Score: 10 Votes (Like | Disagree)
Rogifan Avatar
111 months ago
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?

Nah, I'm sure they just copied from Mark Gurman at 9to5Mac who picked out the Apple TV bits. :)

----------

I read the whole email. Width of vision, clarity and strategic planning behind Steve's email is breathtaking. I also noted that most of his ideas outlined in email have been implemented, specifically lower cost iPhone, iCloud sharing and storage, saving and backing up to iCloud from all Apple apps, AirPlay to AppleTV and etc. But the vision of Jobs is great.

Do you really believe everything on this list was just Steve's vision or idea? Seems to me he was providing a summary of what would be discussed, and probably most of this stuff was already being discussed at weekly executive meetings.
Score: 9 Votes (Like | Disagree)

Popular Stories

USB C Over Lightning Feature

EU Passes Law to Switch iPhone to USB-C by End of 2024

Tuesday October 4, 2022 3:30 am PDT by
The European Parliament today voted overwhelmingly in favor of enforcing USB-C as a common charging port across a wide range of consumer electronic devices, including the iPhone and AirPods, by the end of 2024. The proposal, known as a directive, forces all consumer electronics manufacturers who sell their products in Europe to ensure that a wide range of devices feature a USB-C port. This...
General iOS 16 Feature Yellow

10 New iOS 16 Features Coming Later This Year

Monday October 3, 2022 2:41 pm PDT by
iOS 16 was released to the public three weeks ago with a customizable Lock Screen, the ability to edit iMessages, improvements to Focus modes, and much more. And in the coming months, iPhone and iPad users have even more new features to look forward to. We've rounded up 10 new features coming to the iPhone and iPad later this year, according to Apple. Many of the features are part of iOS...
magsafe charger orange

Apple Releases New MagSafe Charger Firmware

Tuesday October 4, 2022 12:09 pm PDT by
Apple today released updated firmware for the MagSafe Charger that is designed to work with the iPhone 12 and later and the AirPods Pro 2. The new firmware is version 10M1821, up from the prior 10M229 firmware. Note that in the Settings app, you'll see a different version number than the firmware number, with the update displayed as version 255.0.0.0 (the prior firmware was 247.0.0.0). The...
maxresdefault

Video: AirPods Pro 2 vs. Bose QuietComfort II

Monday October 3, 2022 12:50 pm PDT by
Apple on September 23 officially launched the second-generation version of the AirPods Pro, introducing updated Active Noise Cancellation, Adaptive Transparency, improved sound, and more. Right around the same time, Bose introduced new QuietComfort II earbuds with many similar features, so we thought we'd compare the two to see which has the edge. Subscribe to the MacRumors YouTube channel for ...
iOS 16

Apple Preparing iOS 16.0.3 With More Bug Fixes Following iPhone 14 Launch

Monday October 3, 2022 7:53 am PDT by
iOS 16.0.2 was released last month with several bug fixes for iPhone 14 issues, excessive copy and paste permission prompts, and more. Now, evidence suggests that Apple is planning to release iOS 16.0.3 with additional bug fixes. Evidence of an upcoming iOS 16.0.3 software update has shown up in MacRumors analytics logs, which have been a reliable indicator in the past. There are several...
ipad pro m1 feature

Gurman: Apple Event This October Remains Unlikely, No Touch ID for iPhone 15

Sunday October 2, 2022 6:41 am PDT by
Apple is developing new iPad Pro, Mac, and Apple TV models, and at least some of these products will be released in October, according to Bloomberg's Mark Gurman. However, Gurman continues to believe that Apple is unlikely to hold an event this month. In the latest edition of his Power On newsletter, Gurman said "the big iPhone 14 unveiling last month was probably it for Apple in 2022 in...
General YouTube Feature 1

You May Soon Need to Be a YouTube Premium Subscriber to Watch 4K Videos

Monday October 3, 2022 4:29 am PDT by
YouTube may make watching videos in 4K quality on the platform exclusive to only YouTube Premium subscribers, according to screenshots posted by users on Twitter and Reddit. On Reddit (1,2) and Twitter, some users have started to recently notice that on iOS, and presumably across other platforms also, YouTube is now saying that in order to watch videos in 4K, the user must be a paying...
Apple SIM Card

Apple SIM No Longer Available for Activating New Cellular Data Plans on iPads

Sunday October 2, 2022 8:04 am PDT by
As of October 1, Apple SIM is no longer available for activating new cellular data plans on supported iPad models, according to an Apple support document. Introduced in 2014, the Apple SIM was designed to allow iPad users to activate cellular data plans from multiple carriers around the world. Initially, the Apple SIM was a physical nano-SIM card, but it was embedded inside later iPad Pro...