An email has been going around the internet as a part of a release
of documents related to Apple’s App Store-based suit brought by
Epic Games. I love this email for a lot of reasons, not the least
of which is that you can extrapolate from it the very reasons
Apple has remained such a vital force in the industry for the past
This efficacy is at the core of what makes Apple good when it is
good. It’s not always good, but nothing ever is 100% of the time
and the hit record is incredibly strong across a decade’s worth of
shipped software and hardware. Crisp, lean communication that does
not coddle or equivocate, coupled with a leader that is confident
in their own ability and the ability of those that they hired
means that there is no need to bog down the process in order to
establish a record of involvement.
A truly remarkable email exchange, and a model of clarity and conciseness.