This one email explains Apple An email has been going around the internet as a part of a release of documents related to Apple’s App Store based suit brought by Epic Games. I love this email for a lot of reasons, not the least of which is that you can extrapolate from it the very reasons Apple has remained such a vital force in the industry for the past decade. The gist of it is that SVP of Software Engineering, Bertrand Serlet, sent an email in October of 2007, just three months after the iPhone was launched. In the email, Serlet outlines essentially every core feature of Apple’s App Store — a business that brought in an estimated $64B in 2020. And that, more importantly, allowed the launch of countless titanic internet startups and businesses built on and taking advantage of native apps on iPhone.