Last year, a member of Apple’s sales team prepared a analysis document expressing concern concerning the expansion in sales of smartphones with larger screens, while sales within the segment of phones together with the iPhone were slowing.
Additionally last year, Apple introduced “Designed by Apple in California,” a series of ads reminding people why it’s smart to buy Apple product — the corporate’s initial branding campaign since 1997.
And in reaction to a commentary within the Wall Street Journal questioning whether Apple had lost its cool to Samsung, Philip W Schiller, Apple’s senior vp for worldwide selling, wrote in an email to colleagues: “We have a tendency to have a lot of work to try and do to flip this around.”
In a San Jose courtroom Friday, Samsung’s lawyers showed the internal Apple documents, hoping to color a image of Apple as a fading brand, involved concerning its future when Samsung Electronics entered the handset market. Samsung had already proven to be a potent challenger to Apple in the smartphone market, and Samsung had already surpassed Nokia to become the biggest handset maker in the planet.
Apple filed its latest complaint against Samsung more than 2 years ago in US District Court in San Jose, accusing Samsung of infringing on software patents by copying options found in both the iPhone and iPad, including the “slide to unlock” feature for logging in.
Apple’s lawyers have insisted that the fight is regarding extracting up to $two billion from Samsung to discourage it from copying. But Samsung’s lawyers have said Apple was making an attempt to stifle shopper selection by attacking Google’s Android system, which runs on a lot of than one billion devices available.
To prove Samsung was not copying, Samsung’s lawyers on Friday targeted on demonstrating that Apple is now the one playing catch-up with Samsung and the Android system, not the opposite approach around.
Schiller, who was being questioned by Samsung’s lawyers when the documents were remarked, said he disagreed with any view that Apple had lost its cool with Samsung. He conjointly said the interior sales presentation did not represent Apple’s policy, which he disagreed with its sentiment.
Regarding the article within the Wall Street Journal, Schiller said he was pertaining to the reporter’s “slanted view of the facts” that he disagreed with.
Greg Christie, a vp at Apple who was one amongst the engineers of the primary iPhone, was additionally called as a witness Friday. He recounted his expertise developing options on the iPhone, including the “slide to unlock” feature for logging into the phone. Christie said the feature was an necessary invention that invited people to use the phone as a result of it didn’t “talk all the way down to the client.” But in response to questioning from Samsung’s lawyer, he said he did not recognize how the feature had affected Apple’s sales.
Within the suit, Apple is soliciting for $forty for each infringing Samsung phone sold within the United States. Legal specialists have said the challenge for Apple will be proving that just a handful of features could be worth so much cash when there are thousands of patented inventions within a smartphone.
The jury is anticipated to deliver a verdict at the top of April.