Death of Steve Jobs prompted Samsung’s U-turn on Apple attack ads

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We learned yesterday from patent trial evidence that Samsung was worried about running ads that directly attacked Apple, wanting Google to do it for them. We now know that it was the death of Steve Jobs which prompted Samsung’s change of mind, running the Next Big Thing ads which directly mocked Apple customers.

An email trail shows that Samsung America’s VP of U.S. sales Mike Pennington cynically described the death of Jobs as “the best opportunity” to run the campaign, as consumers might be worried about Apple’s future product innovations following the death of its famous co-founder.

Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone …

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Opinion: Should Apple settle its Android disputes and move on?

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With Apple in the midst of its second major court battle with Samsung over alleged patent violations, and all but one of the five claims relating to Android rather than to anything Samsung-specific, it’s gotten me wondering whether further cases of this kind are truly beneficial to Apple.

I understand it emotionally, of course. It’s galling to work hard on a hugely popular hardware design or user-interface only to see someone else copy parts of it, and the desire to hit back at that is a natural one. But I’m not sure that it makes too much sense rationally …  Read more

Samsung wanted Google to do its dirty work in attacking Apple

Image: amongtech.com

Image: amongtech.com

Another interesting revelation from the ongoing Apple vs Samsung patent trial: concerned about launching attack ads on a company that was a customer as well as a competitor, Samsung sought to persuade Google to “launch a campaign against Apple.”

The then CEO of Samsung Telecommunications America, Dale Sohn, emailed his chief marketing officer to ask:

As you have shared previously, we are unable to battle [Apple] directly in our marketing. If it continues to be Samsung’s position to avoid attacking Apple given its status as as a large customer, can we go to Google to ask them to launch a campaign against Apple based on the many better Android products available in the market for Q4?

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Apple’s expert witnesses explain why Samsung owes Apple $2B for patent infringements

Image: CNET

Image: CNET

With Samsung having argued in its opening statement that the $2B sum being claimed by Apple for five alleged patent violations was “a gross, gross exaggeration,” Apple called two expert witnesses to explain why it believes the sum is reasonable.

Re/code reports that first MIT professor John Hauser carried out a form of trade-off analysis to determine the value of individual features to customers.

Apple used a similar analysis from Hauser in the first Apple-Samsung trial in which he found customers might pay as much as $100 more for a Samsung phone that included patented features …

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‘Beating Apple is #1 priority, everything must be in context of beating Apple’ – internal Samsung docs

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Documents revealed by the second Apple vs Samsung patent trial are not just giving us a peek behind the corporate curtains at 1 Infinite Loop, but also a glimpse into Samsung’s Seoul boardroom. A slide from a Samsung business forecast from 2011 shows the company viewing “beating Apple” as its number one priority for 2012 …  Read more

Apple so rattled by ‘Next Big Thing’ ads, it almost changed ad agency, claims Samsung

Apple senior VP of marketing Phil Schiller was so concerned about Samsung’s Next Big Thing ad campaign, in which the company poked fun at Apple customers, that he emailed Tim Cook to suggest a change of ad agency to fight back – according to a claim by Samsung lawyer Jon Quinn.

The Verge reports that Quinn made the claim in his opening arguments in the patent trial in which Apple is accusing Samsung of violating five of its iOS-related patents.

Quinn says Schiller became “obsessed” with the campaign, writing CEO Tim Cook to suggest the company look into using another ad agency instead of its mainstay TBWA\CHIAT\DAY. That even led to Apple board discussions over the issue, Quinn added …

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