Hilarious Phil Schiller email reveals despair at Temple Run rip-off in 2012

Temple Run 2
Temple Run 2 (Image credit: iMore)

What you need to know

  • A hilarious Phil Schiller email shared in the Apple vs Epic Games trial has revealed that Apple's former marketing head was outraged by a Temple Run clone in the App Store.
  • Back in 2012 Schiller emailed employees to berate them over an "obvious rip-off" that had become the number one free app on the App Store.
  • One of Epic's key arguments in the trial will state Apple's App Store is not as secure as it says it is.

A hilarious email shared in the Epic Games vs Apple antitrust trial has revealed Phil Schiller once lambasted Apple employees over a Temple Run rip-off that found its way to number one on the App Store.

In the opening day of the trial, both sides gave their opening statements, including visual presentations of some of the arguments both will look to make over the coming weeks.

In its opening argument, Epic highlighted how the App Store is home to many apps of dubious nature that undermine the argument that Apple must keep its App Store closed in order to protect users from bad content. Quotes from the presentation noted Apple's Store review was "more like the pretty lady who greets you with a lei at the Hawaiian airport than the drug-sniffing dog". To back this up it shared an email sent by Apple's Phil Schiller to employees in 2012

Phil Schiller

Phil Schiller (Image credit: iMore)

In the email Schiller despairs stating:

"What the hell is this????Remember our talking about finding bad apps with low ratings? Remember our talk bout becoming the 'Nordstroms' of stores in quality of service?How does an obvious rip off of the super popular Temple Run, with no screen shots, garbage marketing text, and almost all 1-star ratings become the #1 free app on the store?Can anyone see a rip off of a top selling game? [Can] anyone see an app that is cheating the system?Is no one reviewing these apps? Is no one minding the store?This is insane!!!!!!!"

Other emails from the presentation also from Schiller further highlight the problem, one from June the same year stating:

The report is amazing, very informative Note you have a scam app, "Pam Reading Booth", on the top charts that should not be on the store. And you have 'Hide My Fart' that should never have been approved'

Glorious. Legal arguments aside the trial will prove to be a fascinating insight into the inner workings of Cupertino.

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design. Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9