Samsung Claims Their Ad Campaign For The Next Big Thing Caused Apple To Become Obsessed

The Apple vs Samsung trials have officially kicked off this week as of yesterday, and part of Samsung's defense in this case which has Apple seeking over $2 billion in damages over patent infringement, revolves around a series of documents that contain internal Apple correspondence over matters like Samsung's Next Big Thing ad campaign. We're all familiar with these ads. Mostly commercials, they started off as making jokes that legions of loyal Apple fans waiting to pick up the next iPhone, were intrigued over seeing the next device from Samsung being used right in front of their eyes. Samsung's lawyers are claiming that the ad campaign which jabbed at Apple with a gentle ribbing, drove Apple absolutely crazy and proves that Apple was concerned about not only Android as a whole, but mainly Samsung since they are androids largest OEM in terms of sheer number of devices sold.

John Quinn, who is representing Samsung in this case, is attempting to point out that Apple became so obsessed(Phil Schiller in particular who is the marketing chief at Apple) that they went so far as to send a personal email that stated simply "we have a lot of work to do to turn this around," and even suggesting to Tim Cook they might need to consider switching ad agencies, which Apple actually held board meetings with executives over.

We're not exactly sure what Samsung's argument is in the matter, but it's clear that they are putting up a fight with whatever they can to succeed in this trial. The case is expected to run all month long , and the honorable Judge Koh will be presiding over this trial as well just like the last one. The case is taking place in California, and if Samsung succeeds in becoming the victor over Apples newest claims, they'll end up getting $6.9 million in damages over everything. I know we're not the only one that finds these trials ridiculous. Do you find these trials between both companies a complete waste of time? It's not clear whether the case will actually run through the entire month of April or not, but hopefully things will end sooner than later.

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Justin Diaz

Justin has written for Android Headlines since 2012 and currently adopts a Editor role with a specific focus on mobile gaming and game-streaming services. Prior to the move to Android Headlines Justin spent almost eight years working directly within the wireless industry. Contact him at [email protected]