Samsung used Steve Jobs' death to gain market advantage over Apple and "attack iPhone"

The Apple vs. Samsung patent trial is treating us with a panoply of curious facts and disclosures. One of the most recent court reports reveals that Samsung purportedly used the death of Apple CEO Steve Jobs as the exact moment to “attack the iPhone” and gain advantage over the Cupertino company, its most prominent rival. Two high-ranking Samsung executives at the time - Dale Sohn, head of Samsung Telecommunications America (STA), and Michael Pennington, VP of STA's sales operations – discussed via email the unintended marketing benefit that Apple gained thanks to Jobs' untimely demise on October 5, 2011.

According to them, the CEO's death helped Apple see an increased amount of pre-orders for the iPhone 4s, which got launched a little after Jobs passed away, on October 14, 2011. However, Pennington and Sohn also viewed Steve Jobs' demise as a perfect opportunity to wage war on Apple, as "one company without core competence cannot generate continuous innovation".

Purportedly, this made consumers regard Apple and its products as superior thanks to Jobs' own “passionate, tireless, perfectionist” persona. Pennington told Sohn that he had seen this far too long and it had to stop, thus an immediate change in Samsung's marketing strategy was needed. Dale Sohn agreed and claimed that the right “time is coming now”.

Moreover, Pennington pointed out that one of Samsung's biggest partners, Google, had to “be as motivated” and collaborate with Samsung on dethroning Apple from its position at the top of the smartphone market. The reason for this is that “Google's core strength, Search Engine, can be radially minimized by Apple's new iPhone 4s implementation of Siri”.

Among the marketing methods that Samsung overtook was a massive PR campaign that aimed to “demystify” the iPhone's superiority and elevate the Samsung Galaxy S II, the company's flagship at the time, in the eyes of consumers. This full-scale marketing war succeeded, as the Galaxy S II made its way to the 4th place in the list of the best-selling smartphones in the USA after several months. However, the first three spots were still taken by Apple-branded devices – the said iPhone 4s, the iPhone 4, and the older iPhone 3GS.

In the middle of 2012, Dale Sohn and Michael Pennington once again discussed Samsung's market position and tried to understand what they did in order to “win customers away from iPhone" and find out where they "failed to win customers away from iPhone” after the launch of the Galaxy S III.

And as the saying goes, the rest is history.

source: AppleInsider



1. hassoups

Posts: 473; Member since: Jun 06, 2013

I like Mike.

8. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

I like turtles

52. Altair

Posts: 367; Member since: Feb 02, 2012

I don't. They are all thieves and burglars in Shamesung. And they are calling Google thiefs to party with them.

65. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

Can you explain what theft they did?? Since when competing became theft???

54. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

A lot of people recognize Steve Jobs but not many exactly knows something about him, majority of peoples just follows Apple's artificially increased hype about Steve Jobs without any actual knowledge. Steve Jobs has done a lot for his company but nothing for tech. Almost all inventions was made before Steve Wozniak left the company because he is a genius but for some reasons all hype is not about Steve Wozniak but about Steve Jobs, Steve Jobs was just a marketing specialist and nothing more. As I have said before, I think that Apple just artificially increasing hype about Steve Jobs since they use Steve Jobs as a "brand" or "icon".

56. refillable

Posts: 1071; Member since: Mar 10, 2014

Steve (Jobs) lead the company to release the first iPhone, a trendsetter. Maybe he's more of a marketing guy but please you've to give him more respect.

58. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

He was also a hypocrite, thief, and tyrant in the workplace. Who was Steve Jobs? A guy you probably wouldn't want to be around. I can't respect Steve Jobs if respecting him makes me lose respect for myself.

61. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

Did I said something bad about him?

63. refillable

Posts: 1071; Member since: Mar 10, 2014

Pretty much not, but you still has to respect him IMHO. @roscuthiii Acting like a crazy dude as a CEO is fine, unless he takes away some of your rights. As far as I'm concerned Jobs didn't do that. I am an android fanboy myself I admit, but he still does need some respect, if you don't want to then it's OK. Perhaps this is just my honest opinion.

67. express77 unregistered

Yes, he wasnt a tech innovator but he knew what people wanted and the persons who can innovate. He did business while also making people satisfied.

2. power_x

Posts: 264; Member since: Aug 28, 2013

Samsung has zero morals and ethics , taking advantage of the death of a man is pathetic

3. hassoups

Posts: 473; Member since: Jun 06, 2013

Reading comprehension. Train it.

35. InspectorGadget80 unregistered

Smart marketing is a way too take down apple but apple won't admit they are afraid and hate too loose their consumers plus sales. Big deal Apple get over it.

4. PBXtech

Posts: 1032; Member since: Oct 21, 2013

Samsung, Google, and MS paid their respects to Jobs when he died. What Samsung did in this article was business, nothing more.

17. Salazzi

Posts: 537; Member since: Feb 17, 2014

The e-mail doesn't sound like business. It sounds like a group of thugs looking for an opportune time to pounce on their victim. If you get robbed at night, it's only business right? It was dark and you had a Mercedes (not saying you have one.. just creating a scenario) in your driveway! Perfect opportunity and timing with a little business was all it was! Paying respect the mafioso way. Show up on the funeral, then try to kill the mans family the next day. That's not respect.

18. sgodsell

Posts: 7368; Member since: Mar 16, 2013

Are you for real? Well clearly you believe in Apple. So you probably like how greedy Apple is then. You probably also like the fact that they charge $100 for each storage increment.

20. Salazzi

Posts: 537; Member since: Feb 17, 2014

I'm unbiased. If Apple provides what I need, I use it. If windows phone provides what I need, I use it. If Android provides what I need, I use it. I've used all 3 ecosystems extensively and intend on purchasing from all 3 whenever I damn please. I'm judging Samsung based on it's merits. It's previous officials have already admitted on numerous occasions that they copy other companies extensively and very rarely produce anything of there own. You can look that up. Samsung, is a disgusting company based on their actions. Do I have anything against Android? No. Windows OS? No. iOS? No. Samsung? Yes.

19. kabhijeet.16

Posts: 889; Member since: Dec 05, 2012

Do you expect Samsung to stop doing business becoz someone died? Was samsung not in business before Steve Jobs died? Grow up man.. Touchscreen mobile is not the only business both the companies do. Even before touchscreen mobiles arrived, Samsung & Apple were in business of electronics and were in their prime at that time. Can you blame someone to start a business for its expansion.. This article is limit of bad-journalism... Too Bad PA.

42. iampayne

Posts: 322; Member since: Aug 12, 2013

So it would be ok for me to ask you for money the day after your mother dies because I know your in her will and she left you money? Samsung does not need to stop doing business and that is not the issue. The issue is of ethics and morality. Which Samsung has shown they don't have as a company several times in the past.

73. kabhijeet.16

Posts: 889; Member since: Dec 05, 2012

Is Samsung asking money from Apple after Jobs demise? What are you even saying? Samsung's business is different from Apple. Samsung gets money from selling phones to users, not to Apple.

53. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

!00% Agree!

27. kabhijeet.16

Posts: 889; Member since: Dec 05, 2012

The email was sent on 04 oct. Jobs died on 05 Oct. Did anyone know that Jobs is going to die next day? Grow up. Dont get blinded by Apple-love. This is a pathetic article written by iFanboy.

31. Commentator

Posts: 3723; Member since: Aug 16, 2011

The email referencing Steve's death is a response to emails sent on October 4th. Nowhere does it indicate that particular email was sent on the 4th. The time and date this response was sent is cut off in the picture, but considering it says "Steve Job's passing" right there, I would assume it was sent on the 5th or later. (Great cropping job Phone Arena or whoever is responsible.)

74. kabhijeet.16

Posts: 889; Member since: Dec 05, 2012

The emails about promoting own brand against Apple's were circulated before Jobs demise i.e. on 04th oct. And this promotion was targeted becoz Apple disappointed its loyal customers with a disappointing upgrade to iPhone4S. Obviously any company would take advantage of such a failure of Apple to please its customer by offering their own product. The marketing strategy they were discussing was when Jobs was still alive. After jobs died, the last email was regarding the "unintended" benefit Apple is getting becoz of Jobs death; for which they were worried. Its easy and simple to understand...

34. Nkolsen

Posts: 60; Member since: Mar 28, 2013

And What about Apple Who also used his death for more publicity? They are just as pathetic, it's business get over it.... Then again, Apple Arent Angles themselves, with their Child labour factories, their suicide factories etc.......

37. ecmedic4

Posts: 520; Member since: May 02, 2013

Yes because Apple is the ONLY company that uses Foxconn. Foxconn is a huge huge manufacturing company that builds products for MANY companies, and Apple nor those other companies that use Foxconn control the wages, living conditions, working hours, etc. that would be Foxconn themselves that control all those things.

49. RebelwithoutaClue unregistered

They are not the only ones, correct. But the issue in this discussion is about Samsung's way of doing business, being immoral and such. Apple is just as bad. It's all about the money, for Samsung, Nokia, Google, Microsoft and Apple, and all others. Welcome to the real world.

38. power_x

Posts: 264; Member since: Aug 28, 2013

Yep , dirty business

64. EvilAndroid

Posts: 3; Member since: Aug 06, 2012

Some people too lazy to reading news.. just follow what whatever Apple say(Easy get brain wash by Apple)... and I believe it just a drama from Apple.. Still remember Samsung Galaxy Nexus? ICS 4.0? "Google's plans to continue the Nexus series and bring a third-generation Nexus to market were confirmed by Google's senior vice president of mobile platforms Andy Rubin in May 2011. Samsung mobile put out a teaser video for its "Google Episode" of Unpacked on 11 October but later postponed (to 19 October) the product announcement out of respect, following the death of Steve Jobs on 5 October." This not respect enough for Steve Jobs? Then how to counting the respect for Steve jobs? delay all they release product 1 month? 1 year? 5 year? or forever? dude.. this is business... (Respect is Respect.. Business is Business.. you cannot merge 2 word become 1) Then how about Apple? I still they using the Steve Jobs died and release the iPhone 4S which is "iPhone For Steve Jobs" is a respect?" I just saw Apple keep pulling they market using Steve Jobs dead.. lol.. (Steve Jobs just a human not a God)

5. wilsong17 unregistered

Like you know anything about business

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