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Jeff Causey
Guest
As the Apple v. Samsung trial starts to move along since starting earlier this week, we may be treated to some interesting bits of information about how the two companies viewed each other and how that guided their strategy. As part of his opening statements on behalf of Samsung, attorney John Quinn indicated that,
“We will show you internal Apple documents, documents that haven’t been made public before, and showed how Apple was really concerned about competition from Android, and in particular Samsung…This new, edgy marketing strategy…it drove Apple crazy.”
The marketing strategy Quinn refers to is the “Next Big Thing” campaign that Samsung launched that poked fun at Apple fans for standing in line at Apple stores for new products. As evidence of how Apple’s marketing chief Phil Schiller was irked by the success of Samsung, Quinn pointed to a Wall Street Journal article from January 2013 titled “Has Apple Lost Its Cool to Samsung?” Schiller responded to the article by firing off an email noting “We have a lot of work to do to turn this around.” Quinn appears to be planning to also show how Samsung’s success led Schiller to such drastic measures as looking for a different ad agency and even raising the issue to the board level.
Schiller is scheduled to be Apple’s first witness once opening statements are completed, so we can expect to hear more about this when Samsung gets around to their cross examination.
source: The Verge
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