Apple Documents Leave No Doubt Larger iPhones Are Coming

By Michelle Maisto  |  Posted 2014-04-07 Print this article Print

A "Designed by Apple in California" ad last summer was a flop, according to Ace Metrix, a company that analyzes the effectiveness of ads through surveys. One expert told Bloomberg Business week that the ad "lacked joy" and was seen as bragging—something Apple doesn't do outright.

In a 2013 email, one of the submitted documents during the trial, Phil Schiller, Apple senior vice president of worldwide marketing, tells James Vincent, chief creative officer at ad firm Media Arts Lab, "I now have Apple board members asking 'what is going on with advertising and what are you doing to fix it'. The team is too good to be in this spot."

Schiller added that Samsung's pre-Super Bowl ad was "pretty good" and its ad team is "like an athlete who can't miss because they are in a zone."

The documents were submitted as part of the pair's ongoing patent-infringement suits. Samsung last year was ordered to pay approximately $900 million to Apple after being found guilty of patent infringement, but it is appealing that ruling.

The newest round of litigation also includes new assertions from Apple that Samsung infringed on patents with some of its new devices, as well as new arguments from Samsung, which says Apple stole two of its ideas for the iPhone and iPad.

Patent consultant Florian Mueller, in an April 6 post on his Foss Patents blog, called the premise of trying a patent case in front of a jury "fundamentally flawed" and quoted Red Hat CEO Jim Whitehurst, who spends a good deal of time fighting "patent trolls." 

"I have a degree in computer science, and these things are so far over my head. It takes weeks [for] Ph.D.s to figure out exactly what this is, and then you're going to adjudicate it in front of a jury that really is not technically savvy?" Whitehurst said during a 2011 interview. "Do you think this patent is valid or not? It's both expensive and just a bizarre way to adjudicate it."


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