Revealed: What Apple Biggies Think About the Future of the Company

A document which was presented in the federal court in Friday for the much talked about Apple v/s Samsung patent trial revealed that some Apple officials have serious concerns about the iPhone’s competitive position vis-à-vis the rising popularity of Android smartphones.

An email from Phil Schiller, Apple’s senior vice-president said: "I watched the Samsung pre-superbowl ad that launched today… It's pretty good and I can’t help but thinking 'these guys are feeling it (like an athlete that can't miss because they are in a zone), while we struggle to nail a compelling brief on iPhone."

This is one of the few times when Apple has been concerned about its competitors and that concerned has been revealed. Schiller also wrote that something drastic has to change when it comes to Apple.

Documents which have an email from late Apple co-founder Steve Jobs were also revealed earlier this week. The mail talked about what he had planned for the company’s future. The mail also spoke about an upcoming “Holy War with Google”, Apple being in danger of hanging onto an old paradigm too long and the plans for iPhone 4S and iPhone 5.

There are other competitive issues discussed like strategy to catch up to the Android, focus on notifications, tethering, speech and Siri. 

Jobs' bullet points on "Apple TV 2" include a strategy to "stay in the living room game and make a great 'must have' accessory for iOS devices," adding content from NBC, CBS, Viacom and HBO, as well as a possible TV-subscription service.

This information came from the Apple’s treasure chest on the second day of the Apple v/s Samsung trial. Well, this could also mean that there are more revelations coming up! Apple's patent lawsuit against Samsung aims to get the South Korea-based electronics giant to pay $2 billion in damages related to the sale of millions of allegedly patent-infringing Samsung smartphones.

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