Apple allegedly got really pissed off by Samsung's "Next Big Thing" ads campaign


Samsung's attorney, John Quinn, today spoke before Judge Lucy Koh and the 8-person federal jury as part of the company's opening statement in the second patent trial between Apple and Samsung. One of the more interesting things that Quinn revealed was that Sammy's "Next Big Thing" ads really stirred the waters in Cupertino. In his own words, Samsung's marketing campaign "drove Apple crazy". Quinn proved his words in front of the jury by bringing forward a set of documents, which "haven't been made public before" outside of Apple's headquarters.

Samsung's attorney stated that Phil Schiller, the head of Apple's marketing department, was rather anxious about the competition coming from Samsung at the time. Allegedly, a little after the "Next Big Thing" campaign had gained momentum, Schiller forwarded an article to his colleagues via email. The article asked one simple question: "Has Apple lost its cool to Samsung?", and just below it Schiller had shortly stated that "we have a lot of work to do to turn this around".

John Quinn also stated that Phil Schiller's irritation made the latter bring up the matter to Apple's CEO, Tim Cook. Schiller purportedly suggested that Tim Cook should oust Apple's marketing agency TBWA\Chiat\Day, which had been taking care of the company's advertising campaigns since the mid-80s. Quinn claimed that Apple's board went even further, as it purportedly discussed Schiller's proposition several times.

Apple is trying to lay its hands on roughly $2 billion in compensations from Samsung, as the latter purportedly infringed on five patents, owned by the Cupertino tech giant.

source: The Verge via BGR

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43 Comments

1. XperiaFanZone

Posts: 2278; Member since: Sep 21, 2012

Woah, what's with the bad language? Change that to "cheesed off"!

18. androiphone20

Posts: 1654; Member since: Jul 10, 2013

I struggled to keep a straight face going through this post

19. lukkiristi unregistered

This comment pisses me off.

32. AustinPaul

Posts: 155; Member since: Dec 13, 2011

Yea, I'm pissed off too!

33. Marienx

Posts: 120; Member since: Aug 27, 2013

Samsung's marketing campaign "drove Apple crazy" - Yeah Apple, and how you think Microsoft felt with your " I'm a Mac & I'm a PC" ad campaigns. IN YOUR FACE. Sorry, but this dumb campaigns straight trashing the competition were started by you... Samsung just lower themselves to your level.

2. _Bone_

Posts: 2155; Member since: Oct 29, 2012

LOL @Samsung trolling Apple even at the courthouse. Not that it's related, but since they couldn't convince the judge of the pointlessness of icon rows and other stuff that shouldn't be patented, maybe the power of humor will bring Apple to it's knees (do apples have knees? Or backbones?)

4. networkdood

Posts: 6330; Member since: Mar 31, 2010

neither...

11. Kyokado

Posts: 115; Member since: Jul 11, 2013

Or a sense of humor for that matter. Hope lucy koh gets it.

3. networkdood

Posts: 6330; Member since: Mar 31, 2010

LMAO - I love it - someone pee'oed Apple...Maybe if Apple stopped being lazy....but, I guess when their legion of iZombies buy their products automatically, then there is no incentive for APPLE to make improvements much...

7. Finalflash

Posts: 4063; Member since: Jul 23, 2013

They have done an amazing amount of work to raise the iClown army though. They have been trained very well to like whatever they are told to like and even go so far as to defend Apple for screwing them over. It really is a dictators dream thing they got going on there, very lucrative it is.

10. Kyokado

Posts: 115; Member since: Jul 11, 2013

Sorry. For the moment apple wants their customers to enjoy their new service: iLazy. For more details on this new service feel free to head over to apple.com/us/ilazytocomeupwithnewproducts for more details.

27. networkdood

Posts: 6330; Member since: Mar 31, 2010

The federal govt is taking notes...

29. ecmedic4

Posts: 520; Member since: May 02, 2013

Is trolling all you ppl know how to do? I mean honestly, why does it bother you so much what Apple does or doesn't do, or that some ppl like and prefer Apple products? They aren't spending your money, so what is the big deal? You sound like little kids instead of adults.

34. networkdood

Posts: 6330; Member since: Mar 31, 2010

trolling would be if were discussing windows phones...which we are not - now, run along...

39. Finalflash

Posts: 4063; Member since: Jul 23, 2013

That is a problem though, people are well aware of Apple's strong arming tactics but continue to support such a corporation. They are also aware of Apple litigating like mad, stifling innovation and generally just being douches in an arena (mobile hardware) where everyone was somehow co-existing fairly peacefully before they showed up. They also seem to be rolling in money but still find it necessary to cripple older hardware with updates to force upgrades (unlike Android or WP which make it better with updates, so either Apple's retarded or they're doing it on purpose). Really, there is only one major way a person can justify buying Apple products, and it isn't "preference" or "appeal" but first and foremost, it is ignorance.

44. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

"Is trolling all you ppl know how to do? I mean honestly, why does it bother you so much what Apple does or doesn't do, or that some ppl like and prefer Apple products? They aren't spending your money, so what is the big deal? You sound like little kids instead of adults." What they are doing is spending (possibly your) money in an to prevent people from buying the products they prefer. So yes, it does matter what Apple is doing. For someone apparently taking the stance of consumer choice, then you should see this and be just as against it as anyone else. Otherwise that childish troll you think you're looking at, is really just your reflection.

5. networkdood

Posts: 6330; Member since: Mar 31, 2010

SAMSUNG!! Keep it up with the AD campaign - at least Samsung shows off the capability of what their products can do while showing what an iPhone cannot do... APPLE just shows off the product with some snazzy music and some words flashing in and out - no substance, all glitter...

37. InspectorGadget80 unregistered

And it's the TRUTH Apple device can't do what Samsung DEVICES do. And the TRUTH HURTS. And Apple don't know how to handle the HEATED competition. And their crying to their NOT so faithful judge

6. SellPhones82

Posts: 569; Member since: Dec 11, 2008

So apparently Apple's answer to "we have a lot of work to do to turn this around" was to sue Samsung because they marketing was better than Apple's and provide the type of products people wanted to buy? How again is it Samsung's fault that Apple hung on to the same paradigm for too long? That seems like an Apple problem to be and they are once again too arrogant to admit it.

8. AJtheAndroid

Posts: 42; Member since: Oct 28, 2013

With all these trials arent the juries made up of iphone using people.

38. InspectorGadget80 unregistered

Yep that's how they won the first trial few years ago they only pic APPLE FANS.

9. imyourpapi

Posts: 70; Member since: Jan 04, 2014

The fruit been rotten for a while......

12. D79_D79_

Posts: 40; Member since: Feb 19, 2014

So unprofessional of PA for using swear words!! also apple you need to get a grip, haters gonna hate but never win in the end. Samsung rocks!!!

13. darkkjedii

Posts: 31289; Member since: Feb 05, 2011

Then apple should shut up and make the next, next big thing.

15. androiphone20

Posts: 1654; Member since: Jul 10, 2013

Indeed, I think with what they've gone through they can just call it quits. If any "iphone killer" was out there I'd be holding it in my hands as we speak.

16. tedkord

Posts: 17410; Member since: Jun 17, 2009

Not gonna happen. The Steve Jobs attitude of once Apple copies something no one else can ever again still permeates Cupertino like really bad body odor.

22. buccob

Posts: 2974; Member since: Jun 19, 2012

I agree darkk, those companies should focus on true innovation in their devices as much as they do on their marketing... Apple should make Samsung shut up by delivering a truly wonderful iPhone... and then Samsung should do the same later on... This also applies to other manufacturers...

31. darkkjedii

Posts: 31289; Member since: Feb 05, 2011

Simply get in the lab and blow the doors off. Samsung will one up them, they'll one up Samsung. Who wins? The consumer...

35. networkdood

Posts: 6330; Member since: Mar 31, 2010

instead, both companies are in a bit of a rut...

14. androiphone20

Posts: 1654; Member since: Jul 10, 2013

This will be going on for a month. *turns to Samsung, wears a feud mask and lights a cigar*, tell me about your father.

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