Business

Monday 1 September 2014

'Samsung copies weakened view of Apple as innovator', says Apple's marketing chief

Daniel Johnson

Published 18/11/2013 | 19:40

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Apple chief Tim Cook

An Apple executive has told a court that Samsung undermined his company’s business, reputation and marketing efforts by selling devices that copied the iPhone and iPad.

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Marketing chief Phil Schiller, appearing as a witness during a damages retrial between the two companies in California, claimed Samsung has “weakened the world view of Apple as this great designer and innovator”.

He told a federal court in San Jose: “It’s much harder to create demand and people question our innovation and design skills like people never used to.”

Schiller also denied that the launch of the iPad mini was a response to competition in the tablet market, saying it was simply an attempt to make a better product.

Last year, Apple was awarded over $1bn (€739m) after it convinced a jury that Samsung copied iPhone features, such as using fingers to pinch and zoom on the screen, along with design touches such as the phone's flat, black glass screen.

However, in March U.S. District Judge Lucy Koh ordered a retrial on about $400 million in damages, ruling that the previous jury made some errors in its calculations.

Apple argued Samsung should pay $379.8m for violating five patents on the iPhone, including about $114m in lost profits.

But District Judge Koh ruled last Friday that Apple had not presented sufficient evidence to recover lost profits on four out of the five patents in the retrial.

Samsung said it should only have to pay a total of $52.7m. Apple declined to comment.

Schiller, who has led Apple’s marketing since the iPhone was launched in 2007, told the court that Samsung copied “many attributes of Apple's products; its designs and features ... the very essence of what Apple is about”.

He added: "If we don't have that, we don't have Apple's business."

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