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

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

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60 Comments

58. roscuthiii

Posts: 2383; Member since: Jul 18, 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.

57. techloverNYC

Posts: 601; Member since: Nov 20, 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

44. express77 unregistered

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

35. rns122112 unregistered

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/

34. aries.phills

Posts: 161; Member since: May 17, 2011

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

43. engineer-1701d unregistered

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.

33. kabhijeet.16

Posts: 895; Member since: Dec 05, 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?

30. tiara6918

Posts: 2263; Member since: Apr 26, 2012

What a very desperate move apple is making.

29. spiderpig2894

Posts: 597; Member since: Jan 10, 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.

27. dorian827

Posts: 161; Member since: Jul 28, 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.

26. aksa123

Posts: 368; Member since: Jan 30, 2014

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

20. LiquidGalaxy

Posts: 332; Member since: Jul 03, 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..

25. darkkjedii

Posts: 31801; Member since: Feb 05, 2011

Glad someone noticed that lie lol. +1

28. johnbftl

Posts: 283; Member since: Jun 09, 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.

31. darkkjedii

Posts: 31801; Member since: Feb 05, 2011

The jury will decide that, not you.

37. tedkord

Posts: 17526; Member since: Jun 17, 2009

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

45. darkkjedii

Posts: 31801; Member since: Feb 05, 2011

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

59. johnbftl

Posts: 283; Member since: Jun 09, 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.

46. jroc74

Posts: 6023; Member since: Dec 30, 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...

47. jroc74

Posts: 6023; Member since: Dec 30, 2010

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

50. ojdidit84

Posts: 462; Member since: Jul 16, 2011

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

56. Ashoaib

Posts: 3309; Member since: Nov 15, 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

60. jroc74

Posts: 6023; Member since: Dec 30, 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.

55. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

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

15. mayur007

Posts: 593; Member since: Apr 10, 2012

yes it is true samsung succeded didnt bcoz copying cheap looking iphone .. bcoz they proved there product worth by marketing..

14. 1ceTr0n

Posts: 549; Member since: May 20, 2012

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

12. Killua

Posts: 270; Member since: Nov 25, 2013

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

10. gigaraga

Posts: 1454; Member since: Mar 29, 2013

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

9. Dude2014

Posts: 448; Member since: Feb 12, 2014

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

24. alrightihatepickingusernames

Posts: 474; Member since: Dec 29, 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.

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