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!
The Verge is also updating their liveblog from within the courtroom.
Apple's Phil Schiller talking in detail about how Apple came up with the iPhone and its early marketing efforts. #appsung— Ina Fried (@inafried) August 3, 2012
Schiller: First part of iPhone launch strategy was to stay quiet & let press talk, then "Hello" TV ad w Oscars #appsung— Jon Fortt (@jonfortt) August 3, 2012
Schiller: We used to joke internally that each generation of the iPhone sold as much as the previous generations combined #appsung— Jon Fortt (@jonfortt) August 3, 2012
Schiller: We're very conscious of the fact that iPhone users are likely to stick with the platform, buy more $AAPL gear— Jon Fortt (@jonfortt) August 3, 2012
Schiller: iPhone buyer survey excerpts from Q4FY10 -Q3FY11 submitted to evidence— Jon Fortt (@jonfortt) August 3, 2012
Schiller 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 http://t.co/YTWCHe5Y— 9to5Mac (@9to5mac) August 3, 2012
Schiller: "We went from having something easy to market ... to ... hard to market" bc at a glance the Galaxy S looked similar #appsung— Jon Fortt (@jonfortt) August 3, 2012
Samsung: Dude, we’re pretty stoked about the iPhone 5, a new design in store?— Matthew Panzarino (@panzer) August 3, 2012
Schiller: Yeah, right.
Scott 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— Jon Fortt (@jonfortt) August 3, 2012
Back 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.— Ina Fried (@inafried) August 3, 2012
Steve Jobs had a tall order for Scott Forstall as he assembled the iPhone in 2004: No outside hires. http://t.co/8AbFGi0Y— Ina Fried (@inafried) August 3, 2012
Apple internal email shows Eddie Cue advocated in 1/11 for 7" iPad, said Steve Jobs seemed receptive most recent time #appsung— Jon Fortt (@jonfortt) August 3, 2012