章 543: Chapter 543: Can It Be Achieved Fully?
The current operating system monopolizing the market is Windows.
However, Apple has continuously maintained its own operating systems.
As times changed, Apple's product lineup evolved from desktops to laptops, and then to the iPod, adapting its operating systems accordingly.
The latest iteration was a mobile-optimized operating system destined for the iPhone.
While it may not be fully developed yet, I already know what the final product will look like.
The iPhone's biggest advantage is its mobile-optimized OS.
The harmony between hardware and software that Apple has pursued is embodied in the iPhone.
"So you're essentially saying I need to work myself to death for this? Jobs, is that really what you're saying?!"
"Haha!"
Jobs, seeing Scott tearing his hair out, found it amusing enough to laugh and bang his hand on the table.
"Exactly. Developers, including you, will have to sweat it out. Just because the operating system is ready doesn't mean everything is solved. Hardware and software must harmonize without conflict to bring about the smartphone I envision."
"Tch. You think that's easy?"
"So you can't do it? No matter how long it takes, I believe you'll make it happen, Scott. That's the Scott I know."
"Sigh…"
Scott didn't outright say it was impossible, which made me chuckle slightly.
Yet combining an iPod, a phone, and the internet didn't seem innovative enough.
While Jobs branded it as innovation and creation, it felt extremely insufficient for my second life.
When the iPhone first launched, there were many shortcomings.
Though updates improved it over time, it seemed best to realize that from the very start this time.
"On top of that, how about creating a market where small developers can freely sell their software for the iPhone?"
When the iPhone was first released, the number of available applications barely reached twenty.
The App Store wasn't launched initially either.
While it was advertised during presentations that small developers could create apps for the iPhone freely, the sales routes were never revealed.
It wasn't until iOS 2.0 that the App Store was unveiled, marking the true beginning of the iPhone era.
The iPhone became a dream device, not just for consumers but for developers as well.
"Market? You mean like iTunes?"
"Yes. There's already a market for music with iTunes. But there isn't one for software. If small developers can post simple software and profit from it, they will flock to create software for the iPhone. That will ultimately drive the iPhone's growth. Apple can't create everything alone. By opening this path for individual developers and allowing them to sell their software freely, a multitude of geniuses will willingly work for the iPhone."
Jobs fell silent, lost in thought as Scott briefly pondered, then asked me a question.
"So you're suggesting we should adapt ESD for mobile, right?"
"Yes. Isn't it fully achievable?"
"It's not difficult. But will that really attract developers?"
Scott's voice carried a hint of skepticism.
"Small developers have nowhere to sell their products. Even with the best ideas. So whatever market Apple opens must allow for anything to be sold. From indie games to absurd software. It's up to consumers using the iPhone to choose. Apple just needs to create the market."
"I've heard about Valve Corporation launching a game distribution platform called Steam. Will that succeed?"
Steam? Did Steam come out that quickly? I asked Scott back.
"Steam? Is that coming out now?"
"Do you know about it?"
"Somewhat. It's about time it was released. Maybe there will be some trial and error initially, but it's bound to be a massive success. Consumers will be thrilled at the ability to download games that they used to have to line up to buy in stores."
"You sound quite confident about its success. May I ask why?"
When I stated this confidently, Scott seemed taken aback.
I couldn't claim to know the future, so I decided to provide a straightforward answer.
"It's simple. It's incredibly convenient. And purchasing is easy. With a registered credit card, buying is just a click away. This leads to impulsive buying. A prime example is Amazon, right? Who would have thought Amazon would grow this big? Well, I did."
"Actually, we received inquiries as well. They wanted Steam to be usable on Apple computers too."
At that moment, Jobs spoke up.
"I refused that request."
"Why did you refuse it?"
"Because it doesn't benefit us in any way. I don't see a reason to do it."
This was both Apple's greatest advantage and biggest flaw. They connected everything to their own interests.
"Jobs, don't dismiss collaboration with outsiders. If Steam becomes a massive success but is only implemented on Windows, those who chose Apple's computers for the design and usability of iMac will eventually switch to PCs with Windows because of Steam. That's the power of software. Why has Microsoft become such a giant? It's mainly due to the massive software compatibility with Windows alongside its near monopoly on the market."
As soon as I brought up Windows, Jobs raised his voice.
"Anyone who has ever used an iMac will never look elsewhere!"
"No. Times are changing. Things are different now. Aren't computer sales already declining? It ultimately comes down to the differences in third-party support. It's going to be a battle of how much third-party support we can secure moving forward."
"Think it over."
Jobs dodged a direct answer. Instead, he shifted the topic and questioned me.
"Let's return to the original point about the market. I haven't overlooked it. But opening up a path with no benefit feels burdensome. Besides, it's already something that telecom companies are doing. Do we really have to do it ourselves? If we do, the telecom companies will likely resist fiercely."
"Telecom companies sell different applications. The iPhone consolidates them all into one. Resist? Which telecom company would oppose the iPhone?"
Traditionally, the telecom companies held the upper hand in the mobile market.
The moment that shifted was the launch of the iPhone.
"The iPhone consolidates everything… right. Everything that goes into Apple devices must flow through us. That's right."
"And while earlier I mentioned freedom, it's not as if we can just open the floodgates. How about we consider charging a nominal fee for registering software in the market? That should at least cover the review costs."
"Oh, that's a good idea."
A businessman through and through. The moment financials came up, Jobs's eyes lit up.
"Even if we charge developers, we mustn't charge consumers downloading the software."
"Why must it be that way?"
"It would hinder accessibility. Doubling the burden on consumers who already spend a good amount buying Apple devices is not a good idea whatsoever."
Jobs nodded as if encouraging me to continue.
"Let the prices be set by those uploading applications. Some programs may sell for a dollar while others could go for a hundred. Regardless, it should be left up to consumers to decide on their purchases."
"Then won't we have little to no profit?"
That was being greedy. However, knowing this greed would further grow Apple, I merely smiled and continued speaking.
"Over time, we'll manage to charge a commission. Would developers who have already earned money stop contributing because they would have to pay a fee? No, they won't. They'll already be dependent on that by then."
"Then why not charge a fee from the beginning?"
"No. At first, focus on creating an inclusive space for developers. Remember what Jobs said? Don't trade future profits for current gains."
I reiterated Jobs's own words back to him.
Gathering developers to upload their applications to the App Store was the priority.
After that, discussing the revenue model would be easier. The employees at Apple, along with Jobs, could come up with better ideas than I could.
"When people gather, profit will follow. The more time passes, the more so."
"I see. I'll follow your advice. Scott, think you can manage it?"
"It's not that I can, it's that I have to, right? We've got this."
This guy intrigued me. I liked how he expressed solid reasoning so calmly.
Jobs, wearing a satisfied smile, turned to me with another question.
"What do you think the name of the market should be?"
The name for the market? I already had one in mind.
"Can you write it down? And we can reveal it at the same time. How does that sound?"
"Oh? That sounds interesting. Scott, you should also join us…"
"I'm good. Not interested."
Scott rejected the idea bluntly.
Jobs shook his head at Scott and pulled out the fountain pen that was in Scott's pocket.
He then took two napkins from the table and handed one to me.
"Let's write it down."
As Jobs and I turned our backs to each other to write down the name, we smiled at one another.
"Let's see who came up with the better name."
I nodded and raised my hand. Both of our hands dropped from the napkin simultaneously.
Written on the napkin was 'App Store.' We had both written the same name.
"Haha! We think alike!"
Jobs laughed like a madman upon confirming that.
"We need to hurry and register the trademark. Sometime tonight, if possible. The sooner, the better!"
"Have you already registered the iPhone?"
"That was registered a long time ago."
The trademark for the App Store should likely be accepted quickly.
Of course, it wouldn't be usable alone due to its nature as a common noun.
But by then, the App Store would be ingrained in people's minds as Apple's market, so it didn't matter.
Even without legal protection, as long as it was recognized as a proper noun, it wouldn't be a concern who copied it.
After that, we continued our discussion.
Even with the knowledge of the future I possessed, it didn't feel awkward thanks to the endless imagination of the two geniuses, Jobs and Scott.
"The iPhone will minimize unnecessary physical buttons. And no stylus pen will be needed. Everything should be operable just with our fingers, right?"
Jobs openly shared his thoughts on his vision of the new smartphone.
Though Scott did wear a sullen expression by his side.
Conversations with geniuses were always delightful. Even after hours of talking, laughter and ideas never ran dry.
"It's been a pleasure. I must leave due to other commitments."
Had it really been this long? Glancing at my wristwatch, I stood up from my seat.
"Are you leaving already?"
Jobs expressed his disappointment as he spoke. I smiled in response.
"Well, we have quite a few meetings with companies we invested in. But I did come to Apple first because of you. So don't be too upset."
"We should grab a drink sometime."
"Next time. Or I can contact you again before I return to Korea and try to set up some time then."
"You promised. Make sure to reach out."
Nodding, I turned to Scott and extended my hand.
"It was a pleasure meeting you, Scott."
Scott promptly stood and shook my hand.
The expression filled with curiosity and vigilance had transformed into one of goodwill.
"I also enjoyed it, Charlie. I wasn't aware there could be another crazy person like Jobs!"
"What did you say? Haha!"
I laughed loudly at Scott's reaction.
"Those crazy people are the ones who change the world."
"Exactly. Just having Jobs around is overwhelming… I'm almost scared to think of how much the world can change with even more of them around."
"I'll keep working hard to bring about those changes. Next time, let's meet with results in front of us."
I left Apple headquarters. Over the next three days, I roamed Silicon Valley, investing in opportunities and checking on previous investments.
However, I couldn't complete the entire remaining schedule.
— Mu-hyeok, I have to head up to Washington.
After receiving a call from Myeong-su, I boarded the private jet heading toward the capital of the U.S., Washington.
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