Apple and Samsung have just convened into a San Jose, California courtroom to begin the second day of the Apple vs. Samsung trial. Apple’s SVP of Worldwide Marketing Phil Schiller is currently on the stand, with SVP of iOS Software Scott Forstall up next. We’ll be updating this thread throughout the day with live tweets and analysis from those inside the courtroom. Follow along and share your thoughts below!
First ruling of the day in #appsung Apple can't keep its customer surveys secret.—
Ina Fried (@inafried) August 03, 2012
Judge denies Apple request for sanctions against Samsung but will poll jurors to see if they have heard anything about #appsung case—
Ina Fried (@inafried) August 03, 2012
Judge Koh promises jurors a compilation of #Apple #Samsung articles at end so they don't feel like they're missing out. too funny.—
Yukari Iwatani Kane (@yukarikane) August 03, 2012
More below:
The Verge is also updating their liveblog from within the courtroom.
Phil Schiller on stand said before making the iPhone, there was discussion of Apple making a camera or a car — "crazy stuff."
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Nick Bilton (@nickbilton) August 03, 2012RT @stevekovach: Samsung Galaxy Car 12.2 with TouchWiz
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Mark Gurman (@markgurman) August 03, 2012Apple's Phil Schiller talking in detail about how Apple came up with the iPhone and its early marketing efforts. #appsung
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Ina Fried (@inafried) August 03, 2012In weeks after iPhone launch "We didn't need to do other marketing," because of press coverage, Schiller says. #appsung #icourt
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Stephen Lawson (@sdlawsonmedia) August 03, 2012Schiller: First part of iPhone launch strategy was to stay quiet & let press talk, then "Hello" TV ad w Oscars #appsung
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Jon Fortt (@jonfortt) August 03, 2012Schiller: We used to joke internally that each generation of the iPhone sold as much as the previous generations combined #appsung
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Jon Fortt (@jonfortt) August 03, 2012Schiller: We're very conscious of the fact that iPhone users are likely to stick with the platform, buy more $AAPL gear
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Jon Fortt (@jonfortt) August 03, 2012iPad development: Apple wanted something that would sell for less than a laptop, Schiller says. #appsung #icourt
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Stephen Lawson (@sdlawsonmedia) August 03, 2012Schiller: Beyond iPhone, iPad is successful because $AAPL has shown people why they should want one #appsung
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Jon Fortt (@jonfortt) August 03, 2012This is what they didn’t want:
Schiller: iPhone buyer survey excerpts from Q4FY10 -Q3FY11 submitted to evidence
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Jon Fortt (@jonfortt) August 03, 2012The court just played the 1st TV ad for the iPhone from 2007. Schiller said the ads showed that "the product was the hero."
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Nick Bilton (@nickbilton) August 03, 2012Schiller just revealed how much Apple spends on advertising:
In fiscal 2008, the company spent $97.5 million on iPhone ads in the U.S. alone. That figure climed to $149.6 million in 2009 and reached $173.3 million for all of fiscal 2010. Ont he iPad, thec ompany spent $173.3 million in 2010.
Samsung about to question Schiller. He did well under rehearsed questions but remember this re: adverse questioning youtube.com/watch?v=44w-RY…
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9to5Mac (@9to5mac) August 03, 2012Schiller: "We went from having something easy to market ... to ... hard to market" bc at a glance the Galaxy S looked similar #appsung
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Jon Fortt (@jonfortt) August 03, 2012Samsung's cross examination of Phil Schiller has begun. theverge.com/2012/8/3/32170…
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nilay patel (@reckless) August 03, 2012#Samsung lawyer asks #Apple Schiller whether co is changing design in iPhone 5. Schiller declines to answer. Darn!
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Yukari Iwatani Kane (@yukarikane) August 03, 2012Samsung was trying to get Schiller to say the Infuse 4G looks different than the iPhone, but handed him a different phone.
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nilay patel (@reckless) August 03, 2012Samsung was trying to get Schiller to say the Infuse 4G looks different than the iPhone, but handed him a different phone.
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nilay patel (@reckless) August 03, 2012RT @reckless: Samsung just got its own phones mixed up while cross examining Schiller. Schiller: "They're confusing." vrge.co/M99BQp
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The Verge (@verge) August 03, 2012Samsung: Dude, we’re pretty stoked about the iPhone 5, a new design in store?
Schiller: Yeah, right.
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Matthew Panzarino (@mpanzarino) August 03, 2012For a company that copies all of Apple’s designs, they sure don’t know why asking Schiller what the iPhone 5 looks like was a bad idea.
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Mark Gurman (@markgurman) August 03, 2012When Samsung lawyers tried to get Schiller to talk about the iPhone 5, Apple lawyers yelled that farmiliar courtroom word: "Objection!"
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Nick Bilton (@nickbilton) August 03, 2012Scott Forstall takes the stand.
Forstall: There are around 10 people on exec team; I have 1,000 people reporting to me, 2,000 on my staff #appsung
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Jon Fortt (@jonfortt) August 03, 2012Back from the break:
We're back in Apple v. Samsung, sort of. Lawyers arguing over what Scott Forstall can and can't testify to. Jury not back yet.
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Ina Fried (@inafried) August 03, 2012Steve Jobs had a tall order for Scott Forstall as he assembled the iPhone in 2004: No outside hires. dthin.gs/Qo0I61
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Ina Fried (@inafried) August 03, 2012Apple internal email shows Eddie Cue advocated in 1/11 for 7" iPad, said Steve Jobs seemed receptive most recent time #appsung
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Jon Fortt (@jonfortt) August 03, 2012
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