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Samsung: We didn't copy the iPhone to sell smartphones, we are just very good at marketing

Posted: , by Daniel P.

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Samsung: We didn't copy the iPhone to sell smartphones, we are just very good at marketing
The latest court reports from the epic Apple-Samsung trial are pouring in, and they show how the Koreans are trying to convince the jury that the success of their Android phones is mostly due to marketing, rather than copying Apple's approach to mobile. Samsung keeps throwing expert testimonies at the witness stand, and the promotional rhetoric came straight from Samsung America's marketing chief Todd Pendleton.

He claimed he didn't even know Samsung made smartphones when he came onboard in 2011: "I think people knew Samsung for televisions. But in terms of smartphones, there was no recognition for what our product was or what it stood for." Queue the marketing blitz with a very successful "Next Big Thing" campaign that draw the ire of Apple, and a few years later Samsung has become synonymous with Android's winning crusade. That's all there is to it, Samsung's counsel is trying to convince the jurors.

Mr Pendleton even advised that they've put in motion campaigns to deliberately disrupt iPhone launches, pouring money into ads that mock Apple products, and stereotype its customers, like in the video below. Apple's lawyers used the time they had for cross-examination to show emails from a Samsung exec at the time, who said that "Beating Apple is no longer merely an objective. It is our survival strategy.... There will be a tsunami when iPhone 5 is coming." All in all, Samsung's general defense trend gravitates towards pulling away from costly patent infringement claims, towards the much less controversial marketing attempts to boost its smartphones appeal.



source: NYT

60 Comments
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posted on 15 Apr 2014, 03:30 39

1. PapaSmurf (Posts: 7360; Member since: 14 May 2012)


There's no other OEM that spends more money on marketing than Samsung. Not even Apple.

Point goes to Samsung.

posted on 15 Apr 2014, 04:06 4

11. shuaibhere (Posts: 1297; Member since: 07 Jul 2012)


No one can disagree with not only they spend lots of money in marketing...they do it rightly...

posted on 15 Apr 2014, 04:39 8

13. superduper (Posts: 121; Member since: 20 Oct 2013)


By mocking the customers they are trying to attract. :-/

posted on 15 Apr 2014, 05:04 6

17. mayur007 (Posts: 360; Member since: 10 Apr 2012)


they arnt mocking the customers
they are saying is that there product is better .

which is

posted on 15 Apr 2014, 07:32 5

32. ajac09 (Posts: 1342; Member since: 30 Sep 2009)


If mocking is making fun of isheep becasue they think their s**tty phones are god like then sure

posted on 15 Apr 2014, 09:53

40. PBXtech (Posts: 966; Member since: 21 Oct 2013)


No one who stands in line for days is going to switch to Samsung phones. Those people weren't the target for the adds.

posted on 15 Apr 2014, 14:16

52. james004 (Posts: 471; Member since: 15 May 2013)


i wanted to samsung to succeeded and slow down apple from being bully to other OEM but samsung is doing just the same now.
why does everyone become d*cks after little success?
they have fully taken over NBA, and then interrupting the show and ... urgh.. dont like samsung anymore.

posted on 15 Apr 2014, 05:09 6

19. itsdeepak4u2000 (Posts: 2337; Member since: 03 Nov 2012)


Yes, true and they are really very very good at marketing.

posted on 15 Apr 2014, 05:22 3

22. fireblade (Posts: 633; Member since: 27 Dec 2013)


yeah, I see samsung ads everywhere in my country. I rarely see Apple ads in my country.
Samsung should put its money in R&D department to make better case for the next galaxy. We don't want to see cheap aid band again in the next flagship

posted on 15 Apr 2014, 08:49 4

36. tedkord (Posts: 4275; Member since: 17 Jun 2009)


Try this. Take the "band aid" and an iPhone 5s and drop both in a bucket of water for a half hour. Then tell me which needs to improve its build.

posted on 15 Apr 2014, 09:43 2

39. ihavenoname (Posts: 1255; Member since: 18 Aug 2013)


Build and waterproof are not the same thing. Drop HTC One, G2, Note 3
, Nexus 5, Lumia 1520 or Oppo Find 7 to bucket of water for a half hour, every single one of them will be ruined.

posted on 15 Apr 2014, 10:23 1

42. engineer-1701d (Posts: 415; Member since: 13 Mar 2014)


no the htc one was under water for 2 hours and worked fine never shut off look on youtube for htc m8 water test.

posted on 15 Apr 2014, 10:13

41. engineer-1701d (Posts: 415; Member since: 13 Mar 2014)


that and the guy that did the google movie calling out the guy next to him became famous as a quote "dude your a baresta" love it

posted on 15 Apr 2014, 14:16

51. james004 (Posts: 471; Member since: 15 May 2013)


i wanted to samsung to succeeded and slow down apple from being bully to other OEM but samsung is doing just the same now.
why does everyone become d*cks after little success?

posted on 15 Apr 2014, 15:49

53. Ashoaib (Posts: 1213; Member since: 15 Nov 2013)


this ad was really creative but sadly I was an i$heep that time

posted on 15 Apr 2014, 03:35 24

2. MarkArigayo (Posts: 239; Member since: 18 Dec 2013)


Apple wants to win the competition by exterminating Samsung as its main competitor.
I've lost my respect to Apple.

posted on 15 Apr 2014, 03:42 16

4. PapaSmurf (Posts: 7360; Member since: 14 May 2012)


I'm surprised you wrote this considering you trolled S5 articles non stop. But nonetheless, yes I agree.

posted on 15 Apr 2014, 04:00 2

8. MarkArigayo (Posts: 239; Member since: 18 Dec 2013)


Thanks Smurf. I'm not a troller, and I'll keep on posting any comments fairly.

posted on 15 Apr 2014, 11:42

48. MamaSmurfy (Posts: 4; Member since: 14 Apr 2014)


Hello dear

posted on 15 Apr 2014, 13:22

49. JunitoNH (Posts: 838; Member since: 15 Feb 2012)


Lol best Samsung comment yet, by Mama.

posted on 15 Apr 2014, 15:51

54. Ashoaib (Posts: 1213; Member since: 15 Nov 2013)


haha... are you papasmurf's wife?

posted on 15 Apr 2014, 05:05 3

18. mayur007 (Posts: 360; Member since: 10 Apr 2012)


they want monopoly ..

they want money...

n they want steal n say they innovated..

posted on 15 Apr 2014, 05:23 6

23. alrightihatepickingusernames (Posts: 305; Member since: 29 Dec 2013)


Let's be honest, any company would like a monopoly on their product. Apple is SUPER obvious about it though.

posted on 15 Apr 2014, 09:18 1

38. chemhaz (Posts: 159; Member since: 04 May 2012)


I must say that friends of mine with Apple products are in the same boat.

They are sick of being victimised and ridiculed for having Apple devices from Android, WP and BB users because of the ridiculous games Apple play in court, primarily this issue with Samsung but also their blatant patenting of existing apps and features and passing them of as their own or new.

As tech infiltrates every aspect of our lives people are very aware of these issues and Apple does not realise that they are not only hurting their reputation, but the collateral damage to their customers as well.

posted on 15 Apr 2014, 03:40 17

3. skyline88 (Posts: 286; Member since: 15 Jul 2013)


disgraceful and hyprocrite American company.

luckily i dont have any iProduct, very very embarassing.

go Samsung!

posted on 15 Apr 2014, 03:50 4

5. MrKoles (Posts: 296; Member since: 20 Jan 2013)


Apple is the bully of technology!

posted on 15 Apr 2014, 04:59 2

16. mayur007 (Posts: 360; Member since: 10 Apr 2012)


he black spot in the technology world
this what i think

posted on 15 Apr 2014, 03:53 2

6. superduper (Posts: 121; Member since: 20 Oct 2013)


Usually Apple is the one accused of marketing stuff. Yet $amsung has an exponentially bigger marketing budget.

posted on 15 Apr 2014, 05:20 2

21. Finalflash (Posts: 1441; Member since: 23 Jul 2013)


They also have a much larger company and brand with like a thousand different products, so yea it is a bigger marketing budget.

posted on 15 Apr 2014, 03:53

7. hurrycanger (Posts: 776; Member since: 01 Dec 2013)


lol, dat ads.

posted on 15 Apr 2014, 04:00 3

9. Dude2014 (Posts: 101; Member since: 12 Feb 2014)


One word - Marketing.
Nuff said.Take notes! HTC,Sony,LG,Nokia and co.

posted on 15 Apr 2014, 05:25

24. alrightihatepickingusernames (Posts: 305; Member since: 29 Dec 2013)


Sony's ads are actually quite nice IMO, not as influential as Samsung's but they're a step or two ahead of HTC, LG, and Nokia.

posted on 15 Apr 2014, 04:05 2

10. gigaraga (Posts: 494; Member since: 29 Mar 2013)


And that's what Apple does when they are losing in the smartphone space to the smartphone king, Samsung. Samsung....fighting!!!....~~

posted on 15 Apr 2014, 04:19 1

12. Killua (Posts: 257; Member since: 25 Nov 2013)


That's how you do ads, HTC should learn.

posted on 15 Apr 2014, 04:42 1

14. 1ceTr0n (Posts: 501; Member since: 20 May 2012)


Proof that people would prefer a phone that bounces and gets lightly scratched from droppage then a permanently dented $700 tinfoil anchor

posted on 15 Apr 2014, 04:58 1

15. mayur007 (Posts: 360; Member since: 10 Apr 2012)


yes it is true

samsung succeded didnt bcoz copying cheap looking iphone ..

bcoz they proved there product worth by marketing..

posted on 15 Apr 2014, 05:14 3

20. LiquidGalaxy (Posts: 142; Member since: 03 Jul 2013)


He didn't even know Samsung sold mobile phones? Wow...So how did they come to the decision to hire him then? "Well he thinks our company only sells TV's but hey, we'll hire him anyway" lol..

posted on 15 Apr 2014, 06:10 1

25. darkkjedii (Posts: 10105; Member since: 05 Feb 2011)


Glad someone noticed that lie lol. +1

posted on 15 Apr 2014, 06:48 4

28. johnbftl (Posts: 168; Member since: 09 Jun 2012)


He was hired as the Chief of Marketing, not product design or anything like that. All he had to do was be told what they were trying to sell and create a marketing strategy around it. As for Apple, the essentially corroborated Samsung's testimonies as to their marketing tactics and how they perceive they became such a powerhouse by reading those e-mails to the jury. Samsung said they wanted to attack Apple through marketing and that e-mail suggests that would be the case. Apple kind of just shot themselves in the foot.

posted on 15 Apr 2014, 07:06

31. darkkjedii (Posts: 10105; Member since: 05 Feb 2011)


The jury will decide that, not you.

posted on 15 Apr 2014, 08:51 6

37. tedkord (Posts: 4275; Member since: 17 Jun 2009)


And yet you, not the jury, decided it was a lie two comments up. Double standard much?

posted on 15 Apr 2014, 10:48

45. darkkjedii (Posts: 10105; Member since: 05 Feb 2011)


Jury decides verdicts, and yes I say he's lying again in this comment. Now what?

posted on 16 Apr 2014, 09:48

59. johnbftl (Posts: 168; Member since: 09 Jun 2012)


Where in my post did I say anything like the case was closed or Apple should lose the case? I merely made a statement based up upon the facts presented. Apple presented an e-mail to the court in which Samsung states their objective is to beat Apple. Samsung's Chief of Marketing testified he was hired to create a marketing strategy to do so. I said nothing about patent infringement. I said nothing about whether or not Samsung did or did not copy Apple's design. Who wins the case is not up to me, nor did I claim which company should. I get it, you're extremely pro Apple. That's been made obvious through many of your posts. I am not a fanboy. Yes I use Android and typically Samsung products. Mainly because Samsung provides me a device in hopes to help push their products. I sell iPhones all day. An activation is an activation for me. I can sell for and against both platforms. So slow your roll. Don't get so defensive.

posted on 15 Apr 2014, 11:37 1

46. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


Its not uncommon for ppl to get hired and know very little about the company.

In every job I was hired in... I knew very little about the overall company. I just knew my job and knew it well. It didnt stop me from performing my job very well either.

Knowing alot about your potential employer helps in some cases...but not all.

And in all honesty....before the Galaxy S 1....who really know about Samsung phones...Win Mo, Android, or feature... I knew because I had at least 2...and they were such bad experiences I have wrote them off....I will probably never buy another Samsung again if I can help it...

posted on 15 Apr 2014, 11:42

47. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


I had a Win Mo and Samsung feature phone before the Galaxy S 1...

posted on 15 Apr 2014, 13:41 1

50. ojdidit84 (Posts: 252; Member since: 16 Jul 2011)


I had the Samsung Instinct. That put me off of Samsung for the last 6 years... lol

posted on 15 Apr 2014, 16:02

56. Ashoaib (Posts: 1213; Member since: 15 Nov 2013)


come onnnn... I knew sumsung since I am hearing about mobile phones... I remember their rotating camera phone at the time of VGA's and it got famous due to better camera result then sony ericson and nokia that time... it was i something

posted on 16 Apr 2014, 15:27

60. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


For me it was all Nokia and Motorola....I barely knew anything about Samsung before smartphones became so popular.

Nokia's ring tone was/is so iconic...thats all I really heard growing up.

I dont know....maybe my world was small...lol.

posted on 15 Apr 2014, 15:57

55. Ashoaib (Posts: 1213; Member since: 15 Nov 2013)


sometime morons also get good jobs... it is called luck

posted on 15 Apr 2014, 06:12

26. aksa123 (Posts: 164; Member since: 30 Jan 2014)


Apple, just shut up and drop the price !!!

posted on 15 Apr 2014, 06:29 1

27. dorian827 (Posts: 123; Member since: 28 Jul 2012)


Samsung is overrated and build cheap plastic hardware. As a consumer I'd prefer Nexus over any other brand of Android, great specs at an affordable rate. Samsung is amazing at adding misc software and features.

posted on 15 Apr 2014, 07:00

29. spiderpig2894 (Posts: 413; Member since: 10 Jan 2012)


Yes. I agree on Samsung on this one but that might not apply on their first Galaxy S because Samsung did admit on the very first trial that they need to make their product be like an iPhone to be able to compete.

posted on 15 Apr 2014, 07:05 3

30. tiara6918 (Posts: 1322; Member since: 26 Apr 2012)


What a very desperate move apple is making.

posted on 15 Apr 2014, 08:00 3

33. kabhijeet.16 (Posts: 627; Member since: 05 Dec 2012)


If they didnt know that samsung made smartphones till 2011, how can samsung affect the sales of iPhone since 2008?
"pouring money into ads that mock Apple products, and stereotype its customers" Apple is being a cry baby here. Its marketing. Are they saying that Samsung cannot market? Even if it mocks up another brand, its not a crime FYI APPLE.
"Beating Apple is no longer merely an objective. It is our survival strategy".,. Its COMPETITIVE BUSINESS apple.. Grow up..
First iFANS say that the samsung design is ugly and iphones are sp cool. If there is such a major difference, how can they say that Samsung copied and people got confused and picked Samsung?

posted on 15 Apr 2014, 08:13 1

34. aries.phills (Posts: 132; Member since: 17 May 2011)


No doubt! Galaxy S2 adds and android fan trolls got me into liking and using Samsung Mobiles.

posted on 15 Apr 2014, 10:33

43. engineer-1701d (Posts: 415; Member since: 13 Mar 2014)


i had htc for years then samsungs ad for the line of people and the baresta comment came and i loved it and then i looked it over liked it and stayed with htc for the evo3d after my evo then i picked the samsung gs3 over the htc lte only because the ad showing it pairs with my samsung led tv, so the marketing became a amazing after the gs2 the instinct was a let down as a phone for me and they only had like one ad with the car get away and a girl buying the bag while the guy drives away.

posted on 15 Apr 2014, 08:48 1

35. rns122112 (Posts: 42; Member since: 20 Jan 2014)


I know my comment doesn't have to do with ads but Apple is just money hungry because they sit here and ask Samsung to build parts for Apple's products and yet claims they are their parts.

mashable.com/2012/08/27/apple-products-samsung-par​ts/

posted on 15 Apr 2014, 10:45 1

44. express77 (unregistered)


most of the things that samsung 'copied' should not be patented at all

posted on 15 Apr 2014, 20:11

57. techloverNYC (Posts: 367; Member since: 20 Nov 2012)


Even your marketing techniques is similar to apple, not to mention you used to make phones for apple. There is no way their new slogan is original. Apple started the slogan "big thing" Samsung "The next big thing". Doesn't take a genius here to figure out how similar these marketing strategies are. Samsung learn from apple, marketing sells cheap phones lol

posted on 15 Apr 2014, 22:04 1

58. roscuthiii (Posts: 1785; Member since: 18 Jul 2010)


I hope Apple had a better statement from Samsung then the one being quoted in the article - "Beating Apple is no longer merely an objective. It is our survival strategy.... There will be a tsunami when iPhone 5 is coming."

Beating Apple != copying Apple, and is not indicative of an intent to do so, merely an intent to compete.

I hope for the sake of common sense of all Mankind that Koh and the jurors see through this argument.

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