Second Apple-Samsung Patent Trial Begins with Focus on Apple's 'Holy War', Advertising Envy, and Phil Schiller

Samsung and Apple's second patent trial started earlier this week with jury selection and opening arguments by both Apple and Samsung. Phil Schiller also took the stand as Apple's first witness in the trial, which started in earnest on Tuesday.

google-apple-jobs-holy-war
Among the volume of internal documents provided in the case, The Wall Street Journal highlights emails from Apple founder Steve Jobs that reveal his commitment to beating Android, calling the competition a "Holy War" with Google.

Jobs outlined this "battle" in an October 2010 email to 100 employees prior to the company's annual retreat. Jobs said in the email that "Apple is in danger of hanging on to old paradigm for too long (innovator's dilemma)" and notes that "Google and Microsoft are further along on the technology, but haven't quite figured it out yet." This characterization is favorable to Samsung as the company attempts to involve Google and Android in the patent infringement case.

As part of its opening statement in the case, Samsung outlined its plans to share internal Apple documents that suggest Apple was taken aback by Samsung's edgy marketing campaign that characterized the company's Galaxy devices as "the next big thing." (via The Verge)

"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," John Quinn of law firm Quinn Emanuel Urquhart & Sullivan, which is representing Samsung in the trial, told an eight-person jury. "This new, edgy marketing strategy ... it drove Apple crazy."

Following opening arguments by Apple and Samsung, Apple executive Phil Schiller testified in court on behalf on Apple, discussing, as he did in the first trial, the risks the company took as it successfully released both the iPhone and iPad before its competitors, reports Computerworld.

"We wondered what could come after the iPod," Schiller said. "We wanted to try and invent that future rather than let it happen to us."

Schiller also reminded jurors that Apple wasn't always the leader in the mobile market and had a long learning curve to get where it is now.

"Apple really only had two products at the time: the Mac and iPod," he said, reminding jurors of a time before Apple was the phone and tablet powerhouse it is today. "We hadn't made a phone. We didn't know about radios and antennas and all the things that make up a phone."

Schiller remained on the stand for over two hours before his testimony ended for the day. Schiller is expected to return on Friday, with Samsung continuing to question the Apple executive when the trial resumes.

Top Rated Comments

(View all)
Avatar
86 months ago
Interested read on the WSJ - I suggest people click in.

Of note

"In the same email, Jobs identified issues for the executives overseeing Apple’s iOS mobile software. He said the company “needed to catch up to Android where we are behind.” He cited “notifications, tethering and speech” as three areas, while writing that Apple could leapfrog Android with features like Siri, Apple’s speech-recognizing digital assistant."

and "Apple is in danger of hanging on to old paradigm for too long (innovator’s dilemma)” and “Google and Microsoft are further along on the technology” to connect and synchronize contacts, calendars, photos, music, videos and bookmarks across all devices using online services."

What's interesting is this is right from Jobs' himself. Which goes against what some people seem to believe here...
Score: 19 Votes (Like | Disagree)
Avatar
86 months ago

How did shameSung get access to Apple internal documents and vice versa? There are people working in the shadow?:confused:


Subpoena. A standard practice like any other trial.
Score: 11 Votes (Like | Disagree)
Avatar
86 months ago

I just wish these would end, the only winners appear to be the lawyers


Yep. Unfortunately we have Steve Jobs to thank for this, along with the poaching and ebooks crap. These are the headaches he left Apple with.
Score: 11 Votes (Like | Disagree)
Avatar
86 months ago
These leaked emails are great, it's a surprise to many how worried Apple is about its lack of innovation lately.
Score: 10 Votes (Like | Disagree)
Avatar
86 months ago

Tie products together to keep customers in our ecosystem? If a company can't keep customers in through innovation and value proposition, let's tie them into our products. Bad business and not the Apple I know.

I think if we could migrate iTunes and other purchases easily to another device Apple base wound drop considerably - then again I think other OS do this too.


What company doesn't try to lock people into its ecosystem? You don't think Google and Microsoft do the same, and Samsung would if it could?
Score: 10 Votes (Like | Disagree)
Avatar
86 months ago
Tie products together to keep customers in our ecosystem? If a company can't keep customers in through innovation and value proposition, let's tie them into our products. Bad business and not the Apple I know.

I think if we could migrate iTunes and other purchases easily to another device Apple base wound drop considerably - then again I think other OS do this too.
Score: 10 Votes (Like | Disagree)

Top Stories

Early iPhone 12 Tests Show Ceramic Shield is Stronger and More Scratch Resistant Than iPhone 11 Glass

Friday October 23, 2020 1:21 pm PDT by
Apple's new iPhone 12 models are protected by a Ceramic Shield cover glass that has nano-ceramic crystals infused right into the glass to improve durability. According to Apple, Ceramic Shield offers four times better drop protection than the glass used for the iPhone 11 models. YouTube channel MobileReviewsEh conducted some tests on the iPhone 12 using a force meter to compare its performance ...

First Impressions From New iPhone 12 and 12 Pro Owners

Thursday October 22, 2020 4:20 pm PDT by
It's already Friday, October 23, in Australia and New Zealand, which means some customers who purchased an iPhone 12 or 12 Pro already have their new devices in hand. We've seen dozens of reviews of the iPhone 12 and iPhone 12 Pro from media sites, but now first impressions from regular Apple customers are available. Image via MacRumors reader Boardiesboi New iPhone 12 and 12 Pro owners are...

iPhone 12 Pro Allows You to Measure Someone's Height Instantly Using LiDAR Scanner

Saturday October 24, 2020 11:12 am PDT by
iPhone 12 Pro models feature a new LiDAR Scanner for enhanced augmented reality experiences, but the sensor also enables another unique feature: the ability to measure a person's height instantly using the Measure app. You can even measure the seated height of a person in a chair, according to Apple. When the Measure app detects a person in the viewfinder, it automatically measures their...

Apple VP Kaiann Drance Interview Addresses Battery Life, MagSafe, and Power Adapter Concerns

Friday October 23, 2020 3:37 am PDT by
Apple's Vice President of iPhone Marketing, Kaiann Drance, has provided a new interview to Rich DeMuro on the Rich on Tech Podcast, to discuss the iPhone 12 and iPhone 12 Pro. Although much of the interview repeated points from Apple's "Hi, Speed" event, there were a number of interesting tidbits regarding the affect of 5G on battery life, MagSafe concerns, and the lack of a power adapter in...

iPhone 11 Pro Outlasts iPhone 12 and 12 Pro in Extensive Battery Life Test

Friday October 23, 2020 8:36 am PDT by
Arun Maini today shared a new side-by-side iPhone battery life video test on his YouTube channel Mrwhosetheboss, timing how long the new iPhone 12 and iPhone 12 Pro models last on a single charge compared to older models, with equal brightness, settings, battery health, and usage. All of the devices are running iOS 14 without a SIM card inserted. In the test, the iPhone 11 Pro outlasted both ...

Apple Distributing New Heated Display Removal Machine for iPhone 12 Repairs

Thursday October 22, 2020 6:20 pm PDT by
Apple is providing Genius Bars and Apple Authorized Service Providers with a new heated display removal fixture for iPhone 12 and iPhone 12 Pro repairs, according to information obtained by MacRumors from a reliable source. To open iPhone 12 models, technicians will be required to slide the device into a specialized tray, and then place the tray into the high-temperature fixture for two...

Apple Warns MagSafe Charger Can Leave Circular Imprints on Leather Cases

Friday October 23, 2020 3:23 pm PDT by
If you keep your iPhone in a leather case while charging with Apple's new MagSafe Charger, the case might show circular imprints from contact with the accessory, according to a new Apple support document published today. Apple's leather cases for the iPhone 12 and iPhone 12 Pro are not available until November 6, but a MacRumors reader has already shared a photo of a circular imprint on...

MagSafe Charger Teardown Reveals Simple Design With Magnets and Charging Coil Encircling a Small Circuit Board

Friday October 23, 2020 7:50 am PDT by
iFixit has today shared a teardown of Apple's new MagSafe charger for the iPhone 12 and iPhone 12 Pro. An X-ray of the MagSafe charger courtesy of Creative Electron reveals the internal charging coil surrounded by a circular arrangement of magnets within the puck. The only seam that iFixit was able to leverage to open the device was where the white rubber circle meets the metal rim,...

PSA: Non-iPhone 12 Models Charge Super Slowly With MagSafe Charger

Friday October 23, 2020 4:11 pm PDT by
Alongside the iPhone 12 models, Apple introduced a new $39 MagSafe Charger that's meant to work with the magnets in the iPhone 12 Pro models to charge them up at a maximum of 15W. The MagSafe Charger is technically able to be used with older iPhones, but it's not a good idea because the charging with non-iPhone 12 devices is so slow. We did two tests with the iPhone XS Max, draining the...

New Photos Offer Better Look at iPhone 12 Color Options

Tuesday October 20, 2020 2:34 am PDT by
As we wait for the iPhone 12 review embargo to lift later today, more pictures are circulating of the devices in real-world lighting conditions, providing a better look at the different colors available. Leaker DuanRui has shared images on Twitter of the iPhone 12 in white, black, blue, green, and (PRODUCT)RED. The black and white colors are similar to the iPhone 11 colors, but the other...