Former Apple CEO John Sculley says Steve Jobs was thinking about whether to create an Apple-branded phone as early as 1984, the same year the company introduced its game-changing Macintosh personal computer.
"I remember we were working on Mac phones back in late 1984. Steve was thinking about those kinds of products back then," Sculley said in an interview with CNBC TV18.
"He used to say, the most important things are not the things you build but also the things you don’t build. He was rigorous in the discipline of simplifying."
Sculley, who left Apple in 1993 and now serves as a partner at Sculley Brothers, which invests in companies and entrepreneurs, says he doesn't think a rumored lower-cost version of the iPhone would be "a compromise" on Jobs' vision for the smartphone.
"I don’t think it would be a compromise to come out with a broader product line. I don’t think they will get into the $100 range of smartphones. What I would imagine is, and I have no insider information — they would improve their top range of products," he said.
"One thing about Apple is they have these fanboys – as I always say sell to the people who love us. For example when they came up with iPad mini, everyone who had an iPad went out and bought a mini as well. If Apple comes up with a higher end phone with a bigger screen etc, you will see a lot of install base go and buy a further higher end phone...Apple is like BMW, and BMW doesn’t compete with the lowest price brands. I think Apple will do just fine. [Apple CEO] Tim Cook has done a terrific job of setting up the stage for some exciting products next year. I don’t think there would be a creative leap in the smartphone industry, and the industry is maturing and is stabilizing right now. But I am sure we will see a creative leap from Apple, maybe a TV or a wearable."
Sculley also shared his thoughts on what company he thinks has the potential to be the next Apple. The answer: Amazon.
"Is there anyone out there who is the next Steve Jobs? I think Jeff Bezos is pretty close. He is very smart. He is extremely creative. He has completely reinvented the way in which commerce is done online."
