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Samsung's Goals for 2012: 'Beating Apple is #1 Priority'

Internal documents included in the second patent trial between Samsung and Apple last week revealed how Apple viewed Android, calling for a "Holy War" against Google and expressing concern about competition from larger-screened, lower-priced Android phones. A new set of documents reported by Re/code and AppleInsider reverses this perspective, showing how Samsung was laser-focused on Apple with the objective of beating the Cupertino company as its "#1 priority" in 2012.

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The internal document outlines the lessons Samsung learned in 2011 as it continued development on its Galaxy line of phones and faced a patent infringement lawsuit from Apple. Samsung considered the threat from Apple to be "extremely real and urgent" and communicated to employees that "everything must be [in the] context of beating Apple" in 2012.

Samsung listed the expected features of the upcoming iPhone 5 and predicted how Apple's iPhone would perform in the marketplace. The Korean company also detailed how it would boost its own Galaxy branding and work with both carriers and retailers to expand its retail presence to combat growing consumer interest in the iPhone.
Samsung also detailed a strategy of "continuous" branding campaigns where "Galaxy Nexus rolls into Galaxy Note into GSIII," playing upon Apple's consistent branding of iPhone across generations of its products.

"Drive consumer pull," Samsung's Galaxy branding document strategized, hoping that "customers walk into stores asking for Samsung." To get there, Samsung said it needed to "understand why customers buy Apple," and then "develop countermeasures by carrier/retail."
The documents reveal that Samsung shifted its product lineup to serve carriers with 80% of the company's product roadmap supporting carrier demands for joint projects, exclusive offers and low-cost handsets for entry-level consumers. Only 20% of its product lineup focused on high-end handsets like the Galaxy S3 and the Note II.

Samsung also spent billions on advertising to support its Galaxy phones with Apple-targeted ads that focused on iPhone line-waiters, Apple's Genius Bar and more. Samsung credits the company's 2012 "Next Big Thing" advertisements as "a tipping point" for the company's branding and claimed in its opening arguments last week that Apple was taken aback by the edgy marketing campaign.

Top Rated Comments

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21 weeks ago
This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
Rating: 55 Votes
21 weeks ago

I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.


Right. Then on Steve Jobs first day back, he said

'We have to stop the notion that for Apple to win, Microsoft has to fail.'


.... and then he partnered with Bill Gates to get Office to the Mac.
Rating: 40 Votes
21 weeks ago
Apple's goals for 2014: Beating Samsung is #1 priority
Rating: 30 Votes
21 weeks ago
Samsung: we only focus on what others do.
Rating: 29 Votes
21 weeks ago
I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.

Just do your own thing and make great products. If all you're interested in is beating the competition, then you lose that edge.
Rating: 21 Votes
21 weeks ago
I can see where these comments are going to go...
Rating: 19 Votes
21 weeks ago
That one good thing of such silly lawsuits: some insight into the companies.
Rating: 15 Votes
21 weeks ago

Apple's goals for 2014: Beating Samsung is #1 priority


Apple is already beating Samsung. They make far more money in Smartphones than Samsung does. And Samsung had been making phones for decades. Apple, a computer company, came in Samsung's market brand new and promptly stole a significant share of the market and more importantly the overwhelming majority of all the profit.

How Samsung allowed Apple to come into their market and do this to them when they had been making phones for decades is a mystery to me.
Rating: 14 Votes
21 weeks ago

Given how these internal memos are being thrown around in court, it looks like there are moles in both camps.


It's called discovery and completely legal. Put down the tin foil ;)

So Samsung were providing evidence of Apple's internal documents which showed they were worried about their competition, when in fact Samsung has been worrying about Apple. :confused:


This should be no surprise to anyone. All companies pay attention to their competitors - no matter how big or small.

That's true of Samsung, Apple, Ford, Pepsi, McDonalds, ATT, etc

Are people REALLY surprised by these documents?!
Rating: 13 Votes
21 weeks ago
Not sure why they didn't have on their list to Copy Apple. It's been a huge part of their business practice. ;)
Rating: 12 Votes

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