"Given Apple's already strong position in the tablet category, it is critical that attribution of [Galaxy] Tab communications improve and that communication works to differentiate Tab from iPad."-Samsung report
Samsung had difficulties marketing its Samsung GALAXY Tab as half of the viewers watching television commercials for the Korean manufacturer's tablet thought that the device that they were looking at was the Apple iPad. This information came from a Samsung report that was revealed in court during the Apple v. Samsung patent trial. Only 16% of those who viewed the spot knew that the tablet in it was a Samsung model. This could be bad news for Samsung as it shows the jury that the design of the Samsung tablet was similar enough to confuse casual viewers into thinking that it was the iPad.
The Samsung Galaxy Tab 10.1, or is it the Apple iPad?
The internal report was paid for by Samsung and found just 11% of consumers can trace the GALAXY Tab to Samsung while 65% can trace the iPad to Apple. The survey also inquired why consumers would not buy a Samsung GALAXY Tab and one of the primary reasons was the lack of awareness of the product. Television commercials had minimal effect because of the "misattribution".
Marketing a product is a difficult job, confirmed Apple's top marketing guru Phil Schiller. Schiller had taken the stand earlier in the week and noted that the Cupertino based firm had spent $149.5 million promoting its tablet in 2010 alone.
"(With television and billboards) Customers only get a glimpse of the product. The advertisement has to give you a sense of how it might work, and what it might do for you before you have a chance to head to the store and try it yourself. The ads create a reason that you might want a tablet in your life.
With a comment that was surely intended for the Samsung GALAXY Tab, Schiller said that when a competitor comes up with a product that copies Apple's design and marketing, customers can get confused on whose product is whose which is like "stealing all the value we've created."
Compared to the third gen iPad? Of course! Remember, this was created as a competitor against the ORIGINAL iPad.
I can easily say that this is better in many respects than the OG iPad, but compared to newer models, the Apple product is better.
112.rei-gouki(Posts: 7; Member since: 11 Aug 2012)
It is unfortunate that by "having a case", their marketing department can say, "woot, we did such a good job, competitors are helping us advertise!" only to get smacked by the lawyers and get told to, "stfu". It's times like these which raise pressing questions like which profession would land you in a lower level of Hell. And wonder why Apple would sue them, of course.
Most tablets look very similar to each other by their very nature. This isn't just Samsung copying Apple. People only get the Samsung Galaxy Tab and the iPad confused because the iPad has become so synonymous with the entire tablet industry. When people see a tablet, they assume at first sight that it is an iPad. If Apple can sue Samsung for making a similar-looking tablet, then Kleenex might as well sue anyone else that makes tissues, and Post-It might as well sue anyone else that makes sticky notes. You can't tell the difference between a Kleenex tissue and a tissue from another brand.
cityeighteen is right. I have a Tablet S, which looks nothing like the iPad (which Apple lawyers even specifically called out as an alternative design). I get a lot of people going "Hey, nice iPad". It's not about the design, it's that due to Apple marketing, dumb people automatically associate a tablet with the iPad, no matter the design. And there are a lot of dumb people...
Sammy is eating his own dessert... There are huge differences between those 2 devices but Sammy is taking the same path as Apple just by showing the same things that the Apple iPad. Personally i want Apple to lose this case and Sammy to avoid all the similarities with Apple products. Just look at the SG S3!!! They were able to show a brand-new device and the person who cant tell the differences between an Apple iPhone and a Galaxy S3 is because he is not living in this world...
113.rei-gouki(Posts: 7; Member since: 11 Aug 2012)
From what was reported, there was no separation between people who identified it as iPad because it was a tablet and people who thought it looked like an iPad (and therefore "musta been" an iPad). There is probably a larger lawsuit to defend the name iPad from becoming a reference to any tablet, similar to a problem I heard about that Xerox had.
Yep, I've been.saying this for years. Star Trek TNG, Serenity, 2001:ASO, countless others, even comic books. Egyptians and other ancient civilizations had (get this) stone TABLETS of rectangular shapes millenia ago.
There's an idea for a spoof, mummy escapes a California museum and haunts apple's HQ.
27.gemini6991(Posts: 24; Member since: 21 Sep 2009)
Ok I don't post here often, but I enjoy seeing what is going on. This Apple vs Samsung case is truly hilarious. About the TV Ad...um is it me or did every front view of the tablet have Samsung on it. Some times in Ads there is fine print, but the word Samsung was very visible. Most tablets look similar to the same design because when you think tablet, you think iPad and everyone knows that..So the manufacturers create a thinner lighter tablet to compete, but if you can't see the word Samsung maybe you have a bigger issue..maybe it's just me.
37.gemini6991(Posts: 24; Member since: 21 Sep 2009)
Nope. Android owner by preference. Depending on what the new iPhone is going to do I may buy it to add to my phones for business purposes. I appreciate what Apple has done for the industry, just wish this patent madness would stop so we can get back to making better products. I don't believe anything is truly original in today's market. So many products/services are inspired in some way by another, especially in technology. Depending how this end up...we the consumers may end up losing either way.
28.darkkjedii(Posts: 18393; Member since: 05 Feb 2011)
Apples gonna win this case hands down. This is like Yankees sox. Bottom of the 9th Yankees trail by 2 with 2 on the corners and jeter at the plate. Here comes the 0-2 hit high and deep to right apple wins theeeeeeeee apple wins.
this argument about Samsung being so similar to the iPad is a waste of time because how can u confuse a commercial that says and shows the brand name SAMSUNG. It just wrong if they showed just part of the commercial and asked people well what tablet do you think that is?
36.Hammerfest(Posts: 381; Member since: 12 May 2012)
to be fair, Apple is the one who spent LOADS on advertising! If you did this same "study" with ANY other MFG of tablets, you would get THE EXACT SAME RESULTS...
People thought and would think its an iPad because of the extensive advertising Apple has done, its NOT only Samsung, any other maker would get the same result in this sort of study (proof provided below)...
THE FUNNY PART: Why is Apple complaining? Its sure-fire that so many people thought they where seeing an iPad, so thats probably what they bought... so Samsungs advert helped Apples sales...
THE SAD PART (proof): I called 4 different stores today looking for a screen protector for my tablet, when asked by 3/4 of the stores what I was looking for, I said a screen protector for my Asus Transformer Tablet, and they responded "is it an iPad?", Advertisement and "mainstream" have EVERYTHING to do with the study results, and being a "copycat" has ZERO to do with it...
Well no offence to anyone but only nubs will confuse those 2 tablets as u can clearly see the UI on the tablet is different then iOS also looking at the back shows its not fully same color which iPads are solid color
44.matrix_neo(Posts: 334; Member since: 03 Nov 2011)
Every time I saw tvc of samsung not just only about galaxy tab but other products as well, the samsung logo is seen in the end of each tvc. If these people mistaken ipad as a galaxy tab, and they watch the whole tvc of galaxy tab, still they mistaken it? Even they have seen samsung logo in the end? It's really ridiculous. If apple wins, let them celebrate but their image is mostly hurt and other companies will mostly be more inspired to create better products than apple. If apple felt they are losing, their lawyers will first encourage to sue them. The cycle will continue for the next nth years...
115.rei-gouki(Posts: 7; Member since: 11 Aug 2012)
One of them is Samsung, IIRC. Presumably these bruhaas would play into why there still isn't an iPod Touch 5, iPhone 5, or an iPad 3 (if you consider the "new iPad" more like an "iPad 2S" if you follow the iPhone name scheme)