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Apple Marketing Chief Phil Schiller Appears On the Witness Stand in Apple/Samsung Damages Trial

Phil Schiller, Apple's senior vice president of Worldwide Marketing, took the stand in the damages retrial between Apple and Samsung earlier today, testifying as the two companies argue over how much Samsung should pay Apple after the latter company won its patent lawsuit last year.

Apple is asking for $379 million in damages, while Samsung believes it should only need to pay $52 million.

Last year, Samsung was ordered to pay Apple a total of $1.05 billion after a jury found the South Korean company guilty of willfully violating multiple Apple patents. Back in March, Judge Lucy Koh struck $450 million from the $1 billion awarded to Samsung after deciding the jury may have miscalculated the damages due to a misunderstanding of patent issues.

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According to CNET, Schiller told the jury that Samsung made it "much harder" for Apple to market and sell its devices, and that Samsung's behavior has made it "harder for us to get new customers and bring them into our ecosystem."
He added that Apple's marketing strategy revolves around "the product as the hero," highlighting features and capabilities that differentiate its devices from all others on the market. But Samsung's devices caused consumers to "question our design skills in a way they never used to," Schiller said.

He also echoed comments from the trial last year, saying he was shocked when he saw Samsung's Galaxy phones.

"It looked exactly like the iPhone, so much so people might confuse it," Schiller said.
After Schiller's testimony and cross-examination, Apple rested its case and Samsung took over after a lunch break. The trial is expected to conclude in the middle of next week.

Top Rated Comments

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14 months ago

Galaxy looks like the iPhone.......wait, what???


Yep.
Rating: 21 Votes
14 months ago
Well, it's Samsung's job to try to get people to question its competitors design strategy. But by making a clone of the design with a few differences and claiming, "See we know better, we put a usb card in it, we have flash, we have a stylus, WE know how to design better than Apple" they basically lied to everyone and used the iPhone design for AND against them in a horrifyingly amoral way. But we already knew that Samsung is run by a Korean Crime Family Boss and they are basically the Far East version of the Sopranos, complete with a "front".
Rating: 16 Votes
14 months ago

Showing those doctored images again? The Galaxy S was MUCH larger than the iPhone 3G/3Gs... And more powerful, too. Not to mention that it was NOT locked into the iTunes store. It actually was the phone that made me sell my iPhone 3G and then buy the Galaxy S2 when it was launched.

Anyway, who cares at all about that topic anymore? Samsung got a speeding ticket and they're now negotiating the sum they have to pay. In the meantime, they found their own design language, innovated and improved their technology like crazy and are outselling everybody else. Looks like a huge success story to me.


Looks like Samsung's got somebody else on the payroll.:D
Rating: 15 Votes
14 months ago

Yep.


Showing those doctored images again? The Galaxy S was MUCH larger than the iPhone 3G/3Gs... And more powerful, too. Not to mention that it was NOT locked into the iTunes store. It actually was the phone that made me sell my iPhone 3G and then buy the Galaxy S2 when it was launched.

Anyway, who cares at all about that topic anymore? Samsung got a speeding ticket and they're now negotiating the sum they have to pay. In the meantime, they found their own design language, innovated and improved their technology like crazy and are outselling everybody else. Looks like a huge success story to me.
Rating: 14 Votes
14 months ago

No they didn't. Show us a photo of one with a date.


LG Prada, circa 2006

Thumb resize.
Rating: 14 Votes
14 months ago

Samsung had phones and I believe LG did as well that looked exactly like that before the iPhone even came out.


No they didn't. Show us a photo of one with a date.
Rating: 12 Votes
14 months ago

"harder for us to get new customers and bring them into our ecosystem."

Sorry, didn't realize all customers belonged to you and nobody should try to compete with Apple.
Rating: 12 Votes
14 months ago

Showing those doctored images again? The Galaxy S was MUCH larger than the iPhone 3G/3Gs...


Also, that image showed the app drawer, not the homescreen. The size and home looked more like this:

Attachment 447444

That said, I do think Samsung tried to make some of their phones look as close to the iPhone 3G as they thought they could without outright copying.

Looks like Samsung's got somebody else on the payroll.:D


Neither funny nor appropriate. Instead, how about giving an intelligent response to that person.
Rating: 11 Votes
14 months ago

"It looked exactly like the iPhone, so much so people might confuse it," Schiller said.


In as much as the Ford Fusion looks a lot like the Jaguar Model S.

But come on..., do they really expect us to believe that any customer will have bought one over the other by mistake?

I can picture the scene right now. Husband goes home to his wife to show off the new car he bought.

Husband - Hi honey, I am home come and see the new Jag.

Wife - Er, dear... This is a Ford and not a Jaguar...

Husband - Doh..! I wish Judge Koh were here right now!!!

Phil, stop patronising the consumer to make your point$. If there was an infringement make the point on it's own merit of design, without resorting to trying to make us the consumer, look as stupid as you do right now.
Rating: 10 Votes
14 months ago

Samsung had phones and I believe LG did as well that looked exactly like that before the iPhone even came out.


No they didn't. Samsung phones looked like the Blackberry (because they were the market leader at the time). I'd like to see the alleged iPhone 3G looking Samsung phones that came out before Apple made the iPhone.

That's their strategy and not just when it comes to phones. Imitate the market leader and provide a similar experience at a cheaper price and then attempt to price the market leader out of the market until Samsung comes to dominate. It's not a bad strategy so I'm not even sure why they're stressing over the damages Apple wants. It's chump changed compared to how well their efforts have paid off to this date.
Rating: 10 Votes

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