Last April, Apple admitted that what consumers wanted, they didn't have

Last April, Apple admitted that what consumers wanted, they didn't have
Thanks to the current Apple-Samsung patent trial, some internal documents from both sides have been released during the discovery process. Dated last April, and used during an internal Apple meeting, one set of documents showed how smartphone demand was high for cheap devices, and large-screened models. The title of the slide? "Consumers want what we don't have." 

Another interesting document that has been floating around since the beginning of the trial, is an email from Apple marketing head Phil Schiller to Apple's ad agency. In the letter, he praises Samsung's 2013 Super Bowl ad  and writes, "I watched the Samsung pre-superbowl ad that launched today. It’s pretty good and I can’t help but think ‘these guys are feeling it’ (like an athlete who can’t miss because they are in a zone) while we struggle to nail a compelling brief on iPhone. That’s sad because we have much better products."

Samsung documents released for the patent trial also display some interesting information as well. For example, Samsung internal documents from 2008 say that trying to compete with the iPhone on hardware "is a loosing [sic] proposition for direct iPhone competition." A 2009 internal Samsung document said that the slide-to-unlock feature on the iPhone was more fun than the one on Samsung devices. Another memo the next year said that the very same "slide-to-unlock" tool was more reliable on the iPhone than on Samsung units.

The trial will resume later today.
 

source: Scribd via Recode, Engadget

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28 Comments

1. anirudhshirsat97

Posts: 408; Member since: May 24, 2011

I'm just scared to think how ridiculously expensive a 5.5 inch iPhone will be, if it ever comes. I wished there were subsidies like the US in India.

5. biophone

Posts: 1994; Member since: Jun 15, 2011

Yikes it will most likely be very expensive! Maybe a grand? Can't see apple going that big though. It's just not practical...

11. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

More like 80K rs india...

25. tedkord

Posts: 17131; Member since: Jun 17, 2009

The subsidy just ties you into the plan for two years. You pay more over the course of those years.

2. madmikepr

Posts: 138; Member since: Aug 09, 2011

this is what happens "Back Stage" Lol Apple praises Samsung's

7. biophone

Posts: 1994; Member since: Jun 15, 2011

I'm sure they both praise each other backstage. They both do some things better then each other so i'm sure they are each trying to learn from each other what they could be doing better.

12. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

Not only apple samsung every competitor praises samsung ad department...samsung ads are best..

15. Killua

Posts: 270; Member since: Nov 25, 2013

And the most expensive too. It's no wonder their brand awareness is so high.

20. deewinc

Posts: 455; Member since: Feb 21, 2013

You just nailed it.

3. geordie8t1 unregistered

the problem in my experience with apple products is the way its who os is locked down, i just find everything a chore, i have a galaxy note 3 and an until recently i had an ipad mini retina, but got sick of it and sold it for an android tablet. i understand that they are there to make money but come on you have alread gotton £400+ for these devices, my biggest gripes with them are the way everything must be synced to itunes, the lack of decent codec support out of the box and decent 3rd party apps for things like say music/films, travel a lot and so i use my mini tablet on the fly almost all the time, i love watching movies/tv/music and just wish the simple things like simple plug and play, connect transfer done, I sold my ipad mini retina to get the galaxy tab pro 8.4" and it is the best move i did, same display as ipad 1600x2560 360ppi display, plays almost all the standard formats out of the box with a few exceptions, simple app did the rest, i just plug, transfer and watch in less then a minute, the hd display is quite frankly stunning, by far the best tablet display yet. i know there is the rooting option, but why must i resort to that when i can just buy it out of the box on another os, tablets and phones are multimedia devices, and as such should have multimedia capabilities at the highest level not having to convert, connect, sync, transfer blah blah to watch......

4. skyline88

Posts: 697; Member since: Jul 15, 2013

Apple = the mother of all great jokes

9. me.si

Posts: 17; Member since: Mar 27, 2014

Big Like. hehe!!!

19. CorruptedFiles

Posts: 5; Member since: Apr 07, 2014

Multi Million dollar companies make me laugh all the time........ Or cry, i dont know, im poor

6. Killua

Posts: 270; Member since: Nov 25, 2013

The slideshow is a bit funny. Apple want to increase the sales growth? They didn't have what consumers wanted? Consumers want cheaper phones? Well, you know, apple is premium so they won't sell junk products. Basically, they're making fools of the consumers and tell them to shut the f*** up. But hey, their profit is already massive so why bother make a cheaper phones?

8. biophone

Posts: 1994; Member since: Jun 15, 2011

They made a cheaper phone already (5c) while still being premium!

10. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

5c is nowhere close to cheap......

22. CorruptedFiles

Posts: 5; Member since: Apr 07, 2014

got one for free in my plan, $29 a month so it is cheap

13. DarkStar286

Posts: 229; Member since: Mar 18, 2014

There's a big difference between something being cheaper and actually being cheap. The 5C is, if anything, an even bigger rip-off than the 5S.

16. biophone

Posts: 1994; Member since: Jun 15, 2011

UM... @darkstar I said cheaper not cheap. Killua also said cheaper not cheap. Never said the 5C is cheap. @shuaibhere I said cheaper not cheap. @Killua It's still an expensive (albeit cheaper) premium phone. Premium is obviously subjective though. However, I believe most people would still consider it a premium device.

17. Finalflash

Posts: 4062; Member since: Jul 23, 2013

Yea, no, it isn't premium in any sense of the word. They literally took a "premium" phone and made a 5c out of it. Their whole purpose for that 5c was to show that you have to pay 100 more to get "premium". Good to know you like to delude yourself into thinking that everything Apple makes is premium even though Apple themselves made it for the opposite reason. I don't know why Apple is complaining about marketing when their own marketing has generated such an obedient horde of delusional zombies.

14. Killua

Posts: 270; Member since: Nov 25, 2013

LOL, it's apple. So whatever they made is premium. Heck, if they can they might patent the word "premium" itself.

26. tedkord

Posts: 17131; Member since: Jun 17, 2009

It was only cheaper in its quality. Consumers would have been better off if they'd been given the iPhone 5 at that price.

18. mayur007

Posts: 593; Member since: Apr 10, 2012

they still dont have..

21. deewinc

Posts: 455; Member since: Feb 21, 2013

Phil Schiller just made one point clear. Samsung is the real ish..! They are very good at keynote addresses then in the boardrooms, Samsung is effing us up =D Sorry idumbs!

23. darkkjedii

Posts: 30833; Member since: Feb 05, 2011

This pretty much says, apple will release larger screen phones this year.

24. biophone

Posts: 1994; Member since: Jun 15, 2011

Well lets not forget they already upped the screen size once.

27. Havok125

Posts: 10; Member since: Apr 05, 2012

Good to know as an apple product consumer that they know what improvements we want. I've given them enough time to bring a bigger screen. I've had every iphone on their release day and last week I finally gave the note 3 a try and I'm loving it. Not really big with OS freedoms like some so that didn't really matter to me but being able to play games and watch videos on a 5.7 versus 4 inch display is great. Let's see if apple really does bring out a larger display iphone.

28. Sivakrishnan

Posts: 6; Member since: May 15, 2012

it will be damn expensive in india.. but the fact is that eventhough apple products are expensive most of the people own one.. including apple haters.. but they wont admit it.. !

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