“In the fall of 2009, every big magazine publisher was talking about their iPad strategy — even though they didn’t know it was going to be called the iPad, or anything else about the tablet, which wasn’t introduced until 2010,” Peter Kafka reports for Re/code. “Condé Nast, for instance, showed some people what a tabletized verion of Wired might look like. Time Inc. was even more public with a demo of a digital Sports Illustrated, mocked up for a generic “Time Inc.” tablet that everyone knew was meant to be the Apple iThing.”
“That clip caused a stir, and has since generated more than a million views. But it reportedly left at least one very important person unimpressed. Steve Jobs hated the video — and, more important, the fact that it was out in public before he debuted his device,” Kafka reports. “Steve Jobs was upset that the company had released the prototype before he had had a chance to reveal the iPad — and a tablet edition of Time — to the world. ‘I think it’s stupid. Really stupid,’ Jobs told Time Inc. executives during a 2010 meeting in New York, when he was asked about the prototype.”
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MacDailyNews Note: Time Inc.’s Sports Illustrated video demo:
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Time Inc. demos Sports Illustrated on Apple-esque tablet coming in 2010 (with video) – December 3, 2009