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In a recently published email exchange between Apple executives, we get a glimpse into the inner workings of one of the most valuable companies on the planet.
What unfolds within just 4 emails is nothing less than a full-blown drama that no data professional ever wants to encounter — and that tells us quite a bit about the state of our industry.
The following Twitter account: Internal Tech Emails regularly publishes internal email exchanges of executives of big tech companies sourced mostly from publicly available information from lawsuits.
It’s full of amazing gems.
You can peek into the internal communication of billion-dollar deals. It shows a glimpse of how they see competition and more.
It’s quite interesting to observe how these top execs think and act — while handling something mundane like email.
In this particular case, what caught my attention is a series of 4 emails dating back to July 2016, disclosed in the 2021 lawsuit between Apple and Epic.
The email thread turns into quite a drama — at least from the perspective of a data professional.
It all started with a ‘harmless-looking’ email in which App Store VP, Matt Fisher summarises the development on the App Store for other top executives including Tim Cook.
The first thing that caught my attention as a data nerd is the fact that he most valuable company in the world informs its executives about KPIs.
I know what you think:
“Ahh, Apple… the pioneers of design, highest aesthetic standards, one of the most innovative places on earth… Tim Cook must be looking at the most beautiful, carefully crafted dashboards in the world. Johny Ive will be reading the latest KPIs out loud in his finest British accent in every executive meeting.”
If not this then at least Tim Cook has an app for that, right?
To all the Dashboard fanatics out there, I have some bad news for you:
Tim Cook, CEO of Apple, gets his data in an email.
Written by a human. A plain-text email sent by one of his VPs. A high-level summary, dense with information. A handful of paragraphs of plain, simple text.
Here it is: