For Samsung, Steve Jobs’s death was ‘the best opportunity’ to unleash anti-iPhone ad blitz

Samsung Next Big Thing

Apple’s second California trial against Samsung over smartphone patents has given us an unprecedented insight into Samsung’s obsession with beating Apple and Apple’s worries over losing the cool factor to Samsung due to the snarky ads that ridiculed the iPhone as an outdated and dull phone.

As you know, Samsung’s campaign headlined under the ‘The Next Big Thing’ tagline went viral in September of 2012, thanks to a particularily scathing ad that ridiculed folks who’d wait in line for an iPhone 5.

The commercials were meant to counter the iPhone 5 “tsunami,” as Samsung execs put it, and have managed to enrage Apple’s marketing boss Phil Schiller so much that he proposed in an email to CEO Tim Cook that the firm fire its longtime ad agency.

According to a highly confidential email exchange between Samsung execs, we now know that the South Korean firm saw Steve Jobs’s death as the “best opportunity to attack the iPhone” and tarnish the Apple brand…(...)
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Tech companies ask court to keep Steve Jobs’ personality out of hiring trial

courtroom gavel

Although the patent battle with Samsung is far from over in northern California, Apple’s legal team has to start preparing for another high profile trial coming up next month. The iPad-maker, along with Google and others, is being sued over no-hire agreements in Silicon Valley.

This week, those companies in a joint court filing asked that witnesses in the upcoming suit not be allowed to offer evidence that Steve Jobs was “a bully.” Emails regarding the case are fine, but excerpts from the Isaacson bio and other sources should be barred from admission…(...)
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Samsung exec: we didn’t copy Apple’s iPhone, we just had better marketing

Samsung Corporate HQ (image 001)

Apple is claiming in the latest patent trial on-going in a California court that Samsung ripped off its iPhone to become the top-smartphone maker in the world, while Samsung says it was just pure marketing genius that helped turn the smartphone tide over the years.

Todd Pendleton, the chief marketing officer for Samsung’s American division, became the first Samsung executive to take the stand on Monday in the latest patent spat. He explained that marketing Samsung’s phones as the “Next Big Thing” helped it beat Apple, HTC, and BlackBerry, who in 2011 all held a lead over the South Korean electronics giant.

“I think people knew Samsung for televisions,” Pendleton told the court, when reminiscing on 2011. “But in terms of smartphones, there was no recognition for what our product was or what it stood for.”(...)
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Apple calls in expert to explain why it deserves $2 billion in damages from Samsung

money

The high-profile patent trial between Apple and Samsung wages on, with Apple on Tuesday calling in a damages expert Chris Vellturo to speak to the jury. The MIT-trained economist’s job was to help the company explain why it deserved the damages it’s asking for.

For those who missed it last week, Apple is asking the court to award it $2 billion ($2.19B to be exact) in damages from Samsung for infringing on 5 of its utility patents. And according to Vellturo, that amount is fair based on a mix of lost profits and owed royalty fees…(...)
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Samsung’s #1 priority for 2012: beat Apple

Samsung Beat Apple memo

A treasure trove of internal documents have been leaking out of Apple’s second California trial against the Galaxy maker Samsung.

Not only has the confidential material given us an unprecedented look into the firm’s development process for the iPhone and Steve Jobs’s wish list for the Apple TV (apps, something called ‘magic wand’ and more), it’s also provided us with valuable insight into Apple’s marketing survey explaining why the iPhone’s growth has been slowing and another internal research highlighting the most often requested features by early iPhone 5 adopters.

And now, a new set of internal Samsung documents proves the South Korean conglomerate has been pretty much obsessed with crushing Apple in the marketplace, so much so that it devoted all of its energies throughout 2012 to one goal: beating Apple.

The presentation entitled ’2011 Summary & Lessons Learned / 2012 Business Forecast’ made it clear to Samsung’s managers that beating Apple was their #1 priority for 2012. “Everything must be in context of beating Apple,” reads the memo.

The document offers an insight into Samsung’s thought process, marketing tactics and how it went about containing the iPhone threat by pouring billions into advertising, playing ball with carriers and carpet-bombing the market with countless variants of devices with different screen sizes and price points…(...)
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Apple, April 2013: ‘Consumers want what we don’t have’

The ongoing Apple-Samsung trial is unearthing some interesting behind-closed-door secrets on both sides. Something we hadn't seen in the preceding legal tussles however, and presented by Recode, was a handful of slides from an Apple internal meeting in April 2013 regarding its plans for 2014. Alongside the slowing growth of iPhone sales, the research noted that overall smartphone growth was from cheap and large (well, larger than the current iPhone) devices -- both of which Apple had nothing to compete with. As the slide put it: "Consumers want what we don't have."

The slide also includes some other reasons for concern, including the carriers' "strong interest in capping iPhone" sales because of its already-high market share, a tough subsidy premium and some (not mentioned) "unfriendly" policies -- consider that lack of carrier-sanctioned bloatware on your iPhone. Apple also admitted that the mobile competition had also "drastically improved their hardware and in some cases their ecosystems," while at the same time, some Android phone-makers were spending "obscene" sums on advertising or carriers to gain traction. Now, which company could Apple possibly mean?

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Via: Recode

Source: Internal slides (Scribd)

Internal Apple slides explain why it thinks iPhone growth is slowing

apple percent

Despite posting 50+ million iPhone sales last quarter, Apple’s stock slid some 6%. As impressive as the numbers were, they still fell short of Wall Street expectations and reaffirmed fears of slowing growth. Apple’s YoY (year-over-year) iPhone growth is now down to just single digits.

The question is why? And Apple has a pretty good idea of what the answer is. According to some internal documents brought to light by the ongoing Samsung trial, the company attributes the slowing in iPhone growth to consumer want for larger, cheaper handsets and other factors…(...)
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Steve Jobs email reveals past Apple TV ideas: apps, ‘magic wand’ remote and more

Apple TV Standing

We’re only a few days in, but we’ve already learned a lot from the Apple-Samsung patent trial. With it being a legal proceeding, the public is given access to information it wasn’t previously privi’ed to by way of executive testimonies, corporate emails and other evidence.

In fact, earlier today a particularly interesting email surfaced from former Apple CEO Steve Jobs. The document, which was submitted as evidence in the case, features a list of things Jobs wanted to discuss at the company’s 2010 ‘top 100′ meeting, including the Apple TV…(...)
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Apple engineer explains how the iPhone was designed for ‘normal people’

first iphone

The Samsung trial marched on today, with Apple’s Greg Christie taking the stand. You might remember Christie, the senior software engineer, from this WSJ article last month, where he detailed some of the early stages of original iPhone development. And this afternoon, he did the same thing in court.

More specifically, Christie shared some new details on the development of the iPhone’s ‘Slide to Unlock,’ which is one of the patents that Apple’s accusing  Samsung of infringing. He said initially, his team wanted the handset’s display to be always on, but they quickly discovered it needed a locked mode…(...)
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Apple settles patent infringement suit with Intertrust Technologies

Intertrust logo (large)

Apple has reached an out-of-court settlement with Interest Technologies this week. The holding company, which is jointly owned by tech giants Sony and Philips, filed a lawsuit against the iPad-maker last year for allegedly infringing on more than two dozen of its patents on distributed computing.

The original suit didn’t layout specifically which patents Intertrust was accusing Apple of infringing, but the company counts digital rights management (or DRM) tech among its inventions. So it’s not too surprising that the two sides notified the court on Tuesday that a settlement had been reached…(...)
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