“One of the most astonishing things about the new Apple iPhone, introduced yesterday by Steve Jobs at the annual Macworld trade show, is how Apple managed to keep it a secret for nearly two-and-a-half years of development while working with partners like Cingular, Yahoo and Google,” Peter H. Lewis reports for Fortune.
“Apple, legendary for the ferocity with which it safeguards new product announcements, had extraordinary challenges in keeping the iPhone under wraps for 30 months. Besides involving Cingular, Google and Yahoo, not to mention the unnamed Asian manufacturer, the project touched nearly every department within Apple itself, Jobs said, more so than in any previous Apple creation,” Lewis reports.
Lewis reports, “Although their applications will be crucial parts of the iPhone experience, neither Yahoo nor Google saw the actual phone until shortly before the keynote, Jobs said. The software development was done without needing to provide a hardware prototype. In some cases, Apple deliberately disguised software builds, known as ‘stacks,’ to keep programmers from seeing the actual interface.”
Lewis reports, “In the end, Apple decided to reveal the iPhone several months ahead of its official June launch because it could not keep the secret any more. Apple has to file with the Federal Communications Commission (FCC) for the permits needed to operate the iPhone, and once those public filings are made, Apple has no control over the release of that information. So, Jobs said, he made the decision to have Apple tell the world about its new phone, rather than the FCC.”
Lewis reports, “Phil Schiller, Apple’s head of marketing and one of the few Apple executives involved with the project from the start, said he had to keep the iPhone development secret even from his wife and children. When he left home for the official unveiling yesterday, Schiller said, his son asked, ‘Dad, can you finally tell us now what you’ve been working on?’ Jobs paused during the keynote to acknowledge the strain and sacrifices that the past months have brought not just for the employees who kept the secrets so well, but also for their families. ‘We couldn’t have done it without you,” he said, with obvious sincerity.'”
More in the full article here.
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