Apple divulges details in court about 7-inch iPad, conception of the iPhone

One of Apple's iPhone 2G advertisementFor those of you unfamiliar with the matter, Apple and Samsung are currently involved in a long, drawn-out legal battle concerning the two company’s conflicting patents. Both companies are fighting to prove the other one copied their original ideas. Samsung lawyers say Apple can’t have a “monopoly on a rectangle” and Phil Schiller, senior vice president of marketing at Apple, says “Customers can get confused about whose product is whose.” Basically, it’s a schoolyard argument with a price tag of $2.5 billion.

But for a company that prefers to stay in the shadows, Apple’s necessity to publicize intimate details about its inner workings can’t be comforting. The Wall Street Journal has been closely following the case, recently reporting on various nuggets of information being spilled onto the courtroom floor, ranging from marketing technigues and budgets to Apple protocol. But marketing strategies are nothing compared to the unique, fascinating, and often bizarre ways that Apple operates.

Like Apple’s stance on a 7-inch iPad, for example. In public, Apple couldn’t make their disdain for the smaller form factor more obvious. But behind closed doors, the company’s stance is much less cut and dry. Apple’s head of iTunes business, Eddy Cue, was actually advocating the merits of a smaller iPad. In an email to Schiller, software genius Scott Forstall, and Tim Cook (Apple’s chief operating officer at the time), Cue wrote: “I believe there will be a 7″ market and we should do one. I expressed this to (CEO) Steve (Jobs) several times since Thanksgiving and he seemed very receptive the last time.”

Weird, right? And it gets weirder, especially regarding the development of the first iPhone. Called “Project Purple” in its infancy, Apple had many rules and regulations for how the project should be handled. Forstall said Steve Jobs forbid him from hiring anyone outside the company, forcing him to recruit some “superstars” at the company. Forstall was also told he couldn’t share what they’d be working on, only that they would have to give up many weeknights and weekends.

Once the team was assembled, a floor of the Apple building was locked down with cameras and keycards to keep the secrets on the inside. It was nicknamed the “purple dorm” because of the project’s codename. Above the door was a sign that read “Fight Club”, an homage to the popular film of the same name. It specifically referenced the rule in the film that no one can ever speak about fight club. Forstall said he had 1,000 people reporting directly to him at the time.

The details certainly aren’t shocking, considering Apple’s infamous reputation for taking the secrecy of unreleased devices very, very seriously. But it will be interesting to see what other tidbits about Apple — and hopefully Samsung too — are uncovered as the patent wars continue.

Mobile

Microsoft Outlook for iOS gets big redesign, with Dark Mode coming soon

Microsoft has deployed a huge redesign for its Outlook for iOS app, which includes new blue branding and some quality-of-life improvements. Dark Mode isn't included, but it's coming soon.
Mobile

New Galaxy S10 leaks showcase display sizes, confirm headphone jack return

While we still may be months away from an announcement, there's no doubt about it: Samsung is working hard on its successor to the Galaxy S9. Here's everything we know about the upcoming Samsung Galaxy S10.
Movies & TV

'Stranger Things' season 3 teaser reveals the new episodes' titles

With a sophomore season as strong as its first, Stranger Things is now moving on to season 3. Here's everything we've learned so far about the Netflix series' upcoming third season.
Movies & TV

'Prime'-time TV: Here are the best shows on Amazon Prime right now

There's more to Amazon Prime than free two-day shipping, including access to a number of phenomenal shows at no extra cost. To make the sifting easier, here are our favorite shows currently streaming on Amazon Prime.
Deals

The best iPad deals for December 2018

In the wide world of tablets, Apple is still the king. If you're on team Apple and just can't live without iOS, we've curated an up-to-date list of all of the best iPad deals currently available for December 2018.
Computing

These are the 5 best free antivirus apps to protect your MacBook

Malware protection is more important than ever, even if you eschew Windows in favor of Apple's desktop platform. Thankfully, protecting your machine is as easy as choosing from the best free antivirus apps for Mac suites.
Music

Apple Music may sign up more exclusive artists with purchase of Platoon

Apple purchased London-based Platoon, which is a startup that helps independent musicians get discovered by major labels. The acquisition may help Apple Music sign up more exclusive artists.
Deals

The best Apple Watch deals for December 2018

The Apple Watch has surged to prominence in recent years. If you're in the market for an iOS wearable, we've sniffed out the best Apple Watch deals available right now for all three models of this great smartwatch.
Deals

The best iPhone deals for December 2018

Apple devices can get expensive, but if you just can't live without iOS, don't despair: We've curated an up-to-date list of all of the absolute best iPhone deals available for December 2018.
Mobile

5G’s arrival is transforming tech. Here’s everything you need to know to keep up

It has been years in the making, but 5G is finally becoming a reality. While 5G coverage is still extremely limited, expect to see it expand in 2019. Not sure what 5G even is? Here's everything you need to know.
Mobile

Beddit Sleep Monitor 3.5 now available on the Apple Store

The Beddit Sleep Monitor 3.5 is now available on the Apple Store for $150. The sensor strip, which is only 2 millimeters thin, automatically tracks a wide array of sleep data when placed under the user's sheets.
Deals

Save up to $750 with the best smartphone deals for December 2018

Need a better phone but don't want to spend a fortune? It's never a bad time to score a new smartphone and save some cash. We rounded up the best smartphone deals available that can save you as much as $750.
Computing

5 reasons your Macbook keeps restarting and how to fix the issue

It can be frustrating when your Apple MacBook keeps restarting, but this serious problem can be fixed! We'll go over the common causes for this issue, what you can do to fix them, and why it's okay to take your Mac to a pro!
Deals

Pick up a pair of Apple AirPods alternatives for less than $50

Apple AirPods are some of the most sought-after wireless earbuds, but they certainly aren't cheap. Luckily, Walmart and Amazon both have some great Apple AirPod alternatives for sale, and you can still get them before Christmas.