Apple founder Steve Jobs wanted to declare a “holy war” against Google, as evidenced by his emails. The evidence has now come to light due to the evidence Apple submitted to the court in the context of the trial with Samsung over disputed smartphone patents. When sending his notes on the agenda for the following year, 2011, to his 100 top executives in 2010, he made this “war” a top priority. Explaining the meaning of the term, the now deceased Steve Jobs pointed out that Apple should compete with Google in every way possible. Furthermore, he sounded the alarm that Apple might remain attached to its old choices for a long time.
It is indicative of his assessment at the time that both Google and Microsoft have advanced in technology, but have not yet fully realized it. In addition, Steve Jobs suggested to his trusted associates that they closely connect all Apple products, so as to further "entrap" customers in the company's ecosystem. It is worth mentioning that Apple is known for its secrecy. As analysts point out, thanks to its many legal disputes over intellectual property issues, documents are being released that reveal the true view of its executives on competition.
In his 2010 email, Steve Jobs refers to Google and Microsoft’s lead in technology, possibly referring to cloud software. In October 2011, Apple adopted iCloud, which is the company’s online hub for all its devices. This technology allows users of Apple devices to coordinate and synchronize them electronically. Back in 2010, it was already clear that Google’s Android operating system, which Samsung installs on its smartphones, would dominate the market. Hence, Steve Jobs warned that Apple would not move forward if it remained with the iTunes strategy of coordinating its devices.
Source: kathimerini.gr
