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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 40

1. PapaSmurf (Posts: 10457; 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 5

11. shuaibhere (Posts: 1986; 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: 151; Member since: 20 Oct 2013)


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

posted on 15 Apr 2014, 05:04 7

17. mayur007 (Posts: 570; 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, 05:09 6

19. itsdeepak4u2000 (Posts: 3718; 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: 717; 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, 07:32 5

32. ajac09 (Posts: 1482; 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, 08:49 4

36. tedkord (Posts: 12857; 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: 1693; 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, 09:53

40. PBXtech (Posts: 1032; 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, 10:13

41. engineer-1701d (unregistered)


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, 10:23 1

42. engineer-1701d (unregistered)


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, 14:16

51. james004 (Posts: 486; 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, 14:16

52. james004 (Posts: 486; 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, 15:49

53. Ashoaib (Posts: 3229; 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: 240; 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: 10457; 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: 240; 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, 05:05 3

18. mayur007 (Posts: 570; 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: 474; 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: 161; 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, 11:42

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


Hello dear

posted on 15 Apr 2014, 13:22

49. JunitoNH (Posts: 1930; Member since: 15 Feb 2012)


Lol best Samsung comment yet, by Mama.

posted on 15 Apr 2014, 15:51

54. Ashoaib (Posts: 3229; Member since: 15 Nov 2013)


haha... are you papasmurf's wife?

posted on 15 Apr 2014, 03:40 17

3. skyline88 (Posts: 528; 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: 368; Member since: 20 Jan 2013)


Apple is the bully of technology!

posted on 15 Apr 2014, 04:59 2

16. mayur007 (Posts: 570; 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: 151; 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: 3339; 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: 1590; Member since: 01 Dec 2013)


lol, dat ads.

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