New Trailer Released for ‘General Magic’, A Documentary About Apple Veterans

A new trailer for ‘General Magic’, a documentary by Sarah Kerruish and Matt Maude about a group of Apple veterans who started a spinoff company of that name in the early 1990s, has just been released (via AppleInsider). The company managed to develop a product that resembled the smartphones of today, although it proved to be a failure.

The principals of the spinoff firm included Apple veterans like Andy Hertzfeld, Joanna Hoffman, Bill Atkinson and Tony Fadell. Their smartphone-like device did not work as intended, and the company was later folded and largely forgotten. The documentary had its first viewing at the Tribeca Film Festival this past spring.

“The documentary film about the saga is still applicable today, and has a lot of lessons about technology, creativity, and how great ideas sometimes have the worst timing. 

Now, ahead of the film’s Silicon Valley premiere in San Jose on July 26, AppleInsider exclusively presents the new trailer, about “the story in everyone’s pocket, from the company you’ve never heard of”.

The wide release date for “General Magic” has not yet been announced. Check out the exclusive new trailer below and tell us what you think.