Evidence presented by Samsung
Apple SVP of Marketing Phil Schiller took the stand again today in the Samsung Patent Trial v2. Schiller was grilled on a number of emails Samsung came up with in discovery that painted Apple as paranoid about the rise of Android and Samsung’s Galaxy line in particular. CNET covered one such email where Schiller seemed concerned with the quality of Samsung’s Superbowl ad campaign:
The concern was apparently so strong that Schiller wrote an email to CEO Tim Cook contemplating firing its dedicated marketing agency Media Arts Lab (MAL), a subsidiary of TBWA Chiat Day which itself is a subsidiary of Omnicom. Steve Jobs brought in Lee Clow at Chiat Day to create the Think Different campaign when Apple was teetering on bankruptcy in 1997 and the agency has been Apple’s only outside ad team ever since. In 2013, Apple’s “Designed by Apple in California,” was its first new branded ad campaign since 1997. Samsung positioned that campaign as a response to its Android threat… Re/code notes other emails regarding Samsung and other Android players outspending Apple in marketing and carrier channels to gain traction.
Schiller said he didn’t agree with the assessment which was made by lower level sales execs within Apple. Apple did however eventually lower the price on some of its phones and is expected to unveil a much bigger iPhone 6 in the fall.
Following Schiller, one of Apple’s iPhone Engineers, Greg Christie testified, reiterating many of the details of the genesis of the iPhone which Apple had previously detailed to the WSJ (including the room where the first meetings were held).
The trial is expected to last the entire month with each company getting 25 hours of arguments followed by jury deliberations. The Apple v. Samsung trial will continue next week.
