Eddy Cue ·Apple ·10 JAN 2013
Turn a Competitor's Weakness Into Your Positioning Strategy
When a rival's business model forces them to behave in ways users dislike, that tension is your product opportunity.
Leader · Profile
Phil Schiller
Apple
1987–present
Long-time Apple executive and former marketing chief, now an Apple Fellow overseeing the App Store. His emails feature heavily in Epic v. Apple, revealing how Apple reasoned about App Store rules and economics.
PS
Correspondence in the archive
5 letters
Matt Fischer ·Apple Inc. ·21 AUG 2018
When Your Pricing Faces Pushback, Negotiate Before You Lose the Deal
The moment your partners consistently refuse your terms, you have two choices: lose them or adapt — and waiting too long to decide is its own decision.
Tim Sweeney ·Epic Games ·30 JUN 2020
How to Frame a Demand as a Favor to Customers
When you can't beat a gatekeeper on their terms, reframe the fight as being about their customers, not you.
Tim Sweeney ·Epic Games ·17 JUL 2020
How to Signal a Legal Fight Before You File One
When a business dispute stops being about money and starts being about principle, the other side's lawyers are no longer the audience — the public and the courts are.
Tim Sweeney ·Epic Games ·13 AUG 2020
How to Pick a Fight You Planned to Win
When you deliberately break a powerful partner's rules, the letter you send isn't a negotiation — it's the opening statement of a lawsuit you've already prepared.