Apple ‘bet the company’ with the launch of the iPhone

Jordan O'Brien
November 15, 2013

If you can’t imagine a world without iPhone, imagine a world without Apple – as according to Apple’s Phil Schiller, the product was a huge risk that could have cost the company very dearly. Schiller didn’t say this in front of just anyone though, these were in fact the words of a man giving his opening remarks at the Apple v. Samsung damages trial.

According to CNET Schiller’s actual words were:

There were huge risks [with the first iPhone]. We had a saying inside the company that it was a ‘bet-the-company’ product […] We were starting to do well again in iPod  […]  Then here we’re going to invest all these resources, financial as well as people, in creating this product €¦

Of course it was a bet that paid off pretty well, and now pretty much everyone in the company works on the iPhone in some way – although originally the product started off with just 100 people.

About the Author

Jordan O'Brien

Technology Journalist with an unhealthy obsession with trains and American TV. Attempts satire far too often. (+44) 020 7324 3502

Share this article