How the iPhone Was ThisClose to Being a Disaster

REPLAY VIDEO
Your next video will start in
Pause

Recommended Videos

  • Info

  • Comments

  • VIDEO TEXT

Nov. 26 (Bloomberg) -- Author of "Dogfight" Fred Vogelstein discusses his book with Cory Johnson on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

Fred, congratulations on the success of the book.

I did not know there was so much back story between google and the iphone.

One of the things you discover when you have billionaires going at each other and companies with as much revenue and profit and cash in the bank as google and apple have is that there is a lot of stuff going on behind the scenes.

One of the things that a lot of people don't realize is that when the iphone was on sale in 2007, it looked like something people wanted to buy right then and there.

What i discovered was that it was really a prototype that steve jobs was showing off, and everybody in the audience was so scared that it was going to fail or go awry, that a handful of engineers worth -- were doing shots of scotch.

They were chugging in the fifth row.

Chugging in the fifth row.

Every time steve went to a demo of a section that an engineer was in charge of, every time it went well, they did a shot.

So, by the end of the announcement, not only were they related that it had gone well, because they had never seen ago well before, they were also hammered.

You also tell the antidote in the book -- anecdote in the book that he had a number of iphones in his pocket because he did not expected to work through the whole demo.

It was like a backup plan.

There were about half a dozen phones on the stage set up to work a certain way.

The thing that most eagle don't realize is that apple had steve jobs -- most people don't realize is that steve jobs demos were all live.

That added a level of tension and anxiety for people behind the scenes that were unlike anything any other company does.

Because it's live, and if it doesn't work, everybody in the world sees it.

One of the things they did was a way of demo -- demonstrating the phone and a very specific way so that if it failed, movie, tv, e- mail, music, text, if you did that out of order, the phone would crash and look like a disaster.

So the phone launches to great success.

What was google's response?

Actually, one of the really interesting things about the show that jobs put on was that it was so effective that the folks at google watching the show were completely fooled like everybody else was.

So they are watching the show and thinking, oh my gosh, we are going to have to completely start all over again, because google had been working on its own phone, and android project, in 2005, but by 2007 when the android came out, what they really had was something that looked like a blackberry.

They completely scrapped what they were doing and started again.

That is why it to google some time to catch up to what apple was trying to do.

It is a fascinating look behind the scenes of two of the most important companies in the world.

Fred, we appreciate that.

The author of "dog fight: how

This text has been automatically generated. It may not be 100% accurate.

Advertisement

BTV Channel Finder

Channel_finder_loader

ZIP is required for U.S. locations

Bloomberg Television in   change