The 12 secrets revealed in the trial between Apple and Samsung

This past week we have known the ruling in the penultimate litigation for patent infringement between Apple and Samsung. But beyond the content of the sentence or the fine imposed on the offender, this trial has left us some secrets very interesting company.

The big drawbacks for brands: the revelation of secrets

Regardless of whether a brand wins or loses in this type of patent lawsuit, these companies are exposed to a thorough examination in their internal communications or their reports for innovation, in order to prove their innocence or guilt, which leads to certain news They were made for employees to see the light of day and the public to learn of some business secrets. This latest trial is no exception and here are some of those secrets.

Users want what we don't have

Manzana. Consumers want what we don't have

One of the first leaks that catches our attention is a series of slides, dated April 2013, in which Apple seems to be aware of the advantages of competing devices over its iPhones. In these slides you can see how they highlight that "consumers want what we do not have" and indicate as characteristics desired by users the terminals with larger screens and cheaper prices, and indicate that the pace of sales growth is "slowing down " for this reason.

They also highlight that their competitors "have drastically improved their hardware and, in some cases, their ecosystem" in clear reference to Android as shown in the following image.

Android had other plans, until the iPhone came out

Internal files have also come to light and operating system manuals dated in 2006, the year before the first iPhone was released, in which you can see how the operating system was designed for devices with physical keyboards (Blackberry-style) and where there is no data that indicates that they intended to use touch screens . A year later the release of the original iPhone changed all plans.

The great battle of advertising

Another of the fronts on which these two giants are measured is that of advertising. In this sense, there have also been some internal emails from the head of the marketing department of Apple Lossless Audio CODEC (ALAC), lamenting the success in Samsung's advertising campaigns, a success that they do not have. Phil Schiller states in relation to an announcement of the South Korean company in the SuperBowl final:

«It's pretty good, and I can't help but think these guys are serious about it (…), while it's hard for us to put together a convincing description of the iPhone. That is sad because we have much better products.«.

Competition improves

Apparently Apple Lossless Audio CODEC (ALAC),Despite its magnificent financial and sales results, it is concerned about the increase in market share and the pace of sales it has Samsung, highlighting in some internal documents, sent by his CEO Tim Cook, what "have dramatically improved their hardware and ecosystemThus getting closer to what people want.

When Samsung praised Apple

Apparently, back in 2008, the fight between brands was not so fierce and the South Korean brand praised the benefits of the iPhone (just released a few months ago) and from the Cupertino company, alluding that “redefined the dynamics of the North American market"And even goes further stating that while the other brands are busy conquering the traditional category"that will be obsolete " "Apple is busy making the category obsolete".

Objective No.1… Apple

From praise to criticism there is a step and as a sample, a button. Just 3 years after the accolades about redefining the sector, Samsung it changed strategy, as confirmed by some internal reports, and its main objective was to bring down the American giant. In this document they establish a roadmap to beat Apple Lossless Audio CODEC (ALAC), and establish it as a priority objective.

Samsung's fear of the iPhone 5

The launch of iPhone 5 It was a fact that worried a lot Samsung, to such an extent that in this internal mail, sent by the then CEO Dale sohn, it was recognized that “there will be a tsunami when the iPhone 5 hit the stores, between September and October"So the South Korean company decided to defend itself with an attack and launched a campaign to neutralize this launch. This campaign consisted of offering the possibility of trying their models for free Note 2 and Galaxy S3, as well as prepaid plans for the S3 and in attacking Apple Lossless Audio CODEC (ALAC), on its weaknesses, such as screen size.

Steve Jobs and his "crusade"

It is well known that Steve Jobs I didn't exactly have sympathy for Google, but thanks to this judgment we have been able to verify to what extent Jobs competitiveness with this brand. In an email sent to 100 high-ranking officials of the apple company Jobs talk about "Holy war”Against the search engine and emphasizes the goal of defeating its rival in the post-PC era with small, light, thin terminals and a single ecosystem that maintains a loyal user base. On this front the former CEO of Apple Lossless Audio CODEC (ALAC), It was relentless and planned to rival and even beat the search engine in every way possible, whether it was services, apps, music streaming, or cloud storage.

If your rival is down, you have to finish him off

We already know that in the business world there are no friends and even less in the worst moments. As extracted from a internal mail of Michael pennington (national sales manager of Samsung America) that has come to light in this trial, the death of Jobs was "the best opportunity to attack the iPhone”. This email is dated just 5 days after the death of Steve Jobs, which shows us how competitive this sector is.

Dirty war, but not fierce

One of the aspects that have come to light in this litigation is to what extent Samsung has been moving on the wire, launching attacks at Apple Lossless Audio CODEC (ALAC), on the one hand but supplying you with components on the other. In this regard, some documents have been known in which Samsung requested Google let him be the one to attack Apple Lossless Audio CODEC (ALAC),Since the South Koreans were suppliers to those in Cupertino (one of their best clients) and they did not want conflicts that would jeopardize said collaboration. Obviously Google Said no.

For the common good if they collaborate

Finally I want to highlight an internal email from Apple Lossless Audio CODEC (ALAC),, with the intervention of the very Steve Jobs, referring to an alleged "non-aggression pact" between several companies in order not to steal workers from each other by freezing wages, something that would violate antitrust laws and the companies involved would be Apple, Google, Adobe, Intel, Lucasfilms and Pixar. In the leaked mail it comes to light as Steve Jobs (former CEO of Apple Lossless Audio CODEC (ALAC),) He asked Eric Schmidt (former president and former CEO of Google) to stop hiring employees from Apple Lossless Audio CODEC (ALAC),. Schmidt consulted the head of human resources at Google to learn more about the subject and replied to Jobs saying that the person responsible for those offers to his employees had already been fired and that it would not happen again. Later Jobs would inform his managers, apparently quite satisfied with the end of this matter since he ended the email with a smiley face.

SOURCE: latercera.com