Among the dozens (or hundreds) of purchases made by Apple, some of you (accompanying the MacMagazine remember that in early 2010 the Cupertino giant $ 275 million to acquire the Quattro Wirelessis a company that specializes in mobile advertising. A few months later, that year, Ma decided to close Quattro's activities for a new platform: iAd.
Despite all this excitement, behind the scenes and the details of Apple's purchase of Quattro have been kept between four walls apparently for no specific reason. Now the founder of the then advertising company, Andy Miller, provided an (extensive) interview via 9to5Mac, which tells an unreported story of the Quattro acquisition process and what the stressful work was like alongside Apple's co-founder, Steve Jobs.
About the acquisition of Quattro, Miller says Jobs called him "out of nowhere" in 2009 to make a proposal. At first, the executive thought this was just a joke (probably because of the imaginary prank calls attributed to the Apple CEO) but later Jobs contacted Miller again, summoning him to a meeting.
The meeting also had its perks: in an intimidating attitude, Miller recalled that by agreeing to the $ 325 million takeover price, Jobs "went back" on the deal and set the purchase price at $ 275 million, threatening to ban the SDK. Quattro from iOS if the new offer was not accepted and we already know how it ended.
As you can imagine, iAd's adoption didn't happen overnight, and basically since the incorporation of Quattro Apple, Miller's team has been tasked with creating examples of ads that demonstrate the platform's potential. In one of these exhibitions for the Ma executive team, Miller recalled the following passage that, although tragic, ended in a comical way:
After about 10 minutes (of presentation), everyone was laughing except Steve, and I thought he was crazy. Jobs had hated brands for being low quality and not reflecting Apple's sophisticated aesthetics. After several rounds like this, he called me into his office and asked for a new demonstration. He finally told me to get out of his way and go to the marketing department, which would organize better ads. I quickly gathered my belongings and unknowingly accidentally stowed Steve's laptop and mouse in my bag.
Arriving at Apple's marketing department, Miller noted that the team was already working on branded ads they knew Jobs would like (such as Disney, Dyson and Target). But during the process, two security guards entered the room and handed him a phone on the other end of the line was Jobs, who was adamant in asking him about the "theft" of his notebook.
Miller explained the mistake and managed to convince Jobs that he had not taken his notebook on purpose, nor seen its secrets, and returned it to security. Despite this, he thought he would be fired and said that only after all this fuzarca did he notice that he had not returned Jobs's mouse which he said to keep today.
Can you imagine? ?