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

1. PapaSmurf

Posts: 10457; Member since: May 14, 2012

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

11. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

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

13. superduper

Posts: 151; Member since: Oct 20, 2013

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

17. mayur007

Posts: 593; Member since: Apr 10, 2012

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

32. ajac09

Posts: 1482; Member since: Sep 30, 2009

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

40. PBXtech

Posts: 1032; Member since: Oct 21, 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.

52. james004

Posts: 486; Member since: May 15, 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.

19. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 2012

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

22. fireblade

Posts: 717; Member since: Dec 27, 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

36. tedkord

Posts: 17357; Member since: Jun 17, 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.

39. ihavenoname

Posts: 1693; Member since: Aug 18, 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.

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.

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

51. james004

Posts: 486; Member since: May 15, 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?

53. Ashoaib

Posts: 3285; Member since: Nov 15, 2013

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

2. MarkArigayo

Posts: 240; Member since: Dec 18, 2013

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

4. PapaSmurf

Posts: 10457; Member since: May 14, 2012

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

8. MarkArigayo

Posts: 240; Member since: Dec 18, 2013

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

48. MamaSmurfy

Posts: 4; Member since: Apr 14, 2014

Hello dear

49. JunitoNH

Posts: 1946; Member since: Feb 15, 2012

Lol best Samsung comment yet, by Mama.

54. Ashoaib

Posts: 3285; Member since: Nov 15, 2013

haha... are you papasmurf's wife?

18. mayur007

Posts: 593; Member since: Apr 10, 2012

they want monopoly .. they want money... n they want steal n say they innovated..

23. alrightihatepickingusernames

Posts: 474; Member since: Dec 29, 2013

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

38. chemhaz

Posts: 161; Member since: May 04, 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.

3. skyline88

Posts: 697; Member since: Jul 15, 2013

disgraceful and hyprocrite American company. luckily i dont have any iProduct, very very embarassing. go Samsung!

5. MrKoles

Posts: 368; Member since: Jan 20, 2013

Apple is the bully of technology!

16. mayur007

Posts: 593; Member since: Apr 10, 2012

he black spot in the technology world this what i think

6. superduper

Posts: 151; Member since: Oct 20, 2013

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

21. Finalflash

Posts: 4063; Member since: Jul 23, 2013

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

7. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

lol, dat ads.

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