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From: Steve Jobs

Date: October 24, 2010 6:12:41 PM PDT

To: ET

Subject: Top 100 -- A

Here's my current cut.

Steve

1. 2011 Strategy -- SJ

- who are we?

- headcount, average age, ...

- VP count, senior promotions in last year

- percent new membership at this meeting

- what do we do?

- pie chart of units/product line and revenues/product line

- same charts with tablets + phones merged together

- Post PC era

- Apple is the first company to get here

- Post PC products now 66% of our revenues

- iPad outsold Mac within 6 months

- Post PC era = more mobile (smaller, thinner, lighter) + communications + apps + cloud services

- 2011: Holy War with Google

- all the ways we will compete with them

- primary reason for this Top 100 meeting -- you will hear about what we're doing in each presentation

- 2011: Year of the Cloud

- we invented Digital Hub concept

- PC as hub for all your digital assets -- contacts, calendars, bookmarks, photos, music, videos

- digital hub (center of our universe) is moving from PC to cloud

- PC now just another client alongside iPhone, iPad, iPod touch, ...

- Apple is in danger of hanging on to old paradigm too long (innovator's dilemma)

- Google and Microsoft are further along on the technology, but haven't quite figured it out yet

- tie all of our products together, so we further lock customers into our ecosystem

- 2015: new campus

2. State of the Company -- Peter & Tim

- FY2010 recap

- FY2011 plan

- where is our business -- geo analysis (NA, Euro, Japan, Asia, possibly break out china)

(present on map)

- key milestones, trends & future goals

- comparisons with Google, Samsung, HTC, Motorola & RIM

3. iPhone -- Joz & Bob

- 2011 Strategy:

- "plus" iPhone 4 with better antenna, processor, camera & software to stay ahead of

competitors until mid 2012

- have LTE version in mid-2012

- create low cost iPhone model based on iPod touch to replace 3GS

- Business & competitive update

- show Droid and RIM ads

- Verizon iPhone

- schedule, marketing, ...

- iPhone 5 hardware

- H4 performance

- new antenna design, etc

- new camera

- schedule

-CONFIDENTIAL

- cost goal

- show model (and/or renderings) -- Jony

4. iPad -- Bob, Jony, Dan Riccio, Michael Tchao ,Randy Ubillos, Xander Soren, Roger Rosner

- 2011 Strategy: ship iPad 2 with amazing hardware and software before our competitors even

catch up with our current model

- Business & competitive update -- Michael

- Apps, corporate adoption, ...

- show Samsung, HP(?) anf iPad ads

- 2011 Product Roadmap -- Bob, Dan & Jony

- iPad 2

- new ID, H4, UMTS + Verizon in one model, cameras, ...

- EVT units & cases

- HDMI dongle (use for projection of demos below?)

- iPad 3

- display, H4T

- DEMOS:

- PhotoBooth (Michael?)

- iMovie (Randy)

- GarageBand (Xander)

- text book authoring system (Roger)

- working display for iPad 3 (during break)

----------

5. iOS - Scott, Joz

- Strategy: catch up to Android where we are behind (notifications, tethering, speech, ...) and

leapfrog them (Siri, ...)

- Timeline of iOS releases from first until Telluride, including Verizon

- Jasper tent poles

- Durango tent poles (without MobileMe)

- Telluride tent poles (with "catch up" and "leapfrog" notations on each one)

- DEMOS:

- Jasper: AirPlay to AppleTV -- video from iPad, photos from iPhone, ??

- Durango: ?? (without MobileMe features)

- Telluride: Siri, ?

6. MobileMe -- Cue, SJ, Roger Rosner

- Strategy: catch up to Google cloud services and leapfrog them (Photo Stream, cloud storage)

- Android

- deeply integrates Google cloud services

- way ahead of Apple in cloud services for contacts, calendars, mail

- 2011

- Apple's year of the cloud

- tie all of our products together

- make Apple ecosystem even more sticky

- Free MobileMe for iPhone 4, iPad and new iPod touch

- Jasper

- Sign up with Apple ID, Find My iPhone

- Durango

- Find My Friends, Calendar, Contacts, Bookmarks, Photo Stream

- April

- iWork cloud storage

- Telluride

- cloud storage for third party apps

- iOS backup

- new iDisk for Mac

- Growth

- projected growth, cost/user

- plan to scale to 100 million users

- transition plan for paid members

- what about email?

- DEMOS:

- Find My Friends

- Calendar

- Photo Stream

- iWork cloud storage (Roger Rosner)

7. Mac -- David Moody, Bob, Craig Federigi, Randy Ubilos & ?

- Hardware roadmap

- Lion plan

- Mac App Store

- Final Cut Pro DEMO (Randy & ?)

8. Apple TV 2 -- David Moody, Jeff Robbin

- Strategy: stay in the living room game and make a great "must have" accessory for iOS

devices

- sales so far, projections for this holiday season

- add content:

- NBC, CBS, Viacom, HBO, ...

- TV subscription?

- where do we go from here?

- apps, browser, magic wand?

----------

9. Stores Update -- Eddy, Patrice

- Music

- Strategy: Leap even further ahead of Google in music

- Beatles

- iTunes in the cloud

- App Store

- Strategy: Leap even further ahead of Google in discovering great new iOS apps

10. iAds Update -- Andy Miller

11. Retail Update -- Ron Johnson

【翻訳：青山麻由子、編集：EE Times Japan】