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  • Phil Schiller: They’re Going to Steal Our Whole Product Line


    Apple’s senior vice president of worldwide product marketing, Phil Schiller, took the stand on Friday for the Apple vs. Samsung trial, describing the struggles the Cupertino California company faced when developing the iPad and iPhone and how shocked he was with Samsung’s decision to copy their products. When discussing the company’s products and its past, Schiller noted how revolutionary and iconic Apple’s line of mobile products has been, referring to the iPad, iPhone, and iPod. He mentioned that the iPod had “really changed everybody’s view of Apple both inside and outside the company.”

    He moved on to discuss that when the company was working to develop a tablet, it realized that it could use much of the existing work to develop a revolutionary mobile phone instead. “At the time, cellphones weren’t any good as entertainment devices,” Schiller said. Apple’s attorneys used Schiller’s points to argue that Samsung “slavishly copied” Apple’s unique designs. Schiller responded to Apple attorney Harold McElhinny’s question of how others copying effects designs Apple created by stating that it “creates a huge problem in marketing on many levels. We market our product as the hero and how distinctive it is, how consistent we’ve kept it over time. Now when someone comes up with a product that copies that design and copies that marketing, then customers can get confused on whose product is whose. […] If you steal [the iPhone’s design] you’re stealing all the value we created.”

    During the cross examination, Samsung lawyer Bill Price tried to establish that the move toward a virtual on-screen keyboard simply necessitated the adoption of the basic overall design of the iPhone, and various features of the iPhone were not unprecedented. The South Korean electronics maker introduced emails noting that the LG Prada phone had a large touchscreen by 2005 and Palm’s Treo smartphones had a library of third party apps reaching 10,000 titles. Additional efforts to designate the iPhone’s design as largely functional rather than aesthetic were made. Apple’s strongest case is its design patents, which are limited to ornamental features rather than purely embodiments of function. An example of this would be the Samsung attorney trying to establish that design elements such as rounded corners were actually functional because they made it easier to put in one’s pocket.

    As if this wasn’t enough the Samsung attorney also asked about what Apple would be changing in the design of the iPhone 5, a question that was simply answered with, “I’d prefer not to tell confidential information about future products.” Schiller continued by stating that when he looked at Samsung's Continuum smartphone, he felt “Samsung has ripped off a number of our design elements and in doing that may be causing confusion.” He added that Apple’s iPhone was developed to incite a “lust factor.” The examining attorney asked if Samsung’s multiple buttons inspired the same “lust,” to which Schiller responded while Samsung may be trying to be beautiful, “I don’t think they are as beautiful as the iPhone.”

    The tension between the two tech giants continues to grow exponentially with no result being clear. We’ll have to wait and be patient to see what comes of the Apple vs. Samsung trial as it is considered to be one of the most important patent cases in history.

    Source: Wired
    This article was originally published in forum thread: Phil Schiller: They’re Going to Steal Our Whole Product Line started by Akshay Masand View original post
    Comments 64 Comments
    1. RyoSaeba's Avatar
      RyoSaeba -
      Quote Originally Posted by TechnoUniversity View Post
      Are you serious? People been using voice software way before Apple. Stop being biased dude.
      You still don't get it. It's not what people used before. it's how widely it was used. Besides a small number of people, how many actually cared about having a "smartphone" before 2006? How many cared about having a responsive touchscreen? I've used 2 touchscreen phones before the iPhone. One was the ROKR E6 and the other a Windows Mobile phone. Both were CRAP compare to the iPhone. Back in the pre-iPhone days, people where talking about how crappy touchscreens where and they would prefer a real number pad. Even using T9 input was much preferred over using a tiny stylus on a resistive touch screen. Voice assist were less then useful unless you speak perfectly, and in predefine vocabulary. And even then it still can get it wrong more then right.

      Apple made the "Smartphone" what a Smartphone should be and improved it year after year. Everyone is still playing catch up.
    1. Dark_Ninja's Avatar
      Dark_Ninja -
      Quote Originally Posted by RyoSaeba View Post
      You still don't get it. It's not what people used before. it's how widely it was used. Besides a small number of people, how many actually cared about having a "smartphone" before 2006? How many cared about having a responsive touchscreen? I've used 2 touchscreen phones before the iPhone. One was the ROKR E6 and the other a Windows Mobile phone. Both were CRAP compare to the iPhone. Back in the pre-iPhone days, people where talking about how crappy touchscreens where and they would prefer a real number pad. Even using T9 input was much preferred over using a tiny stylus on a resistive touch screen. Voice assist were less then useful unless you speak perfectly, and in predefine vocabulary. And even then it still can get it wrong more then right.

      Apple made the "Smartphone" what a Smartphone should be and improved it year after year. Everyone is still playing catch up.
      That don't mean Apple should get every patent they want just cuz their device is the most popular. That's not how patents work dude. Since Ford is the best selling truck does that mean they should get patents to having 4 wheels on a vehicle? No even though ford was the first to produce a car. Look man just stay a fan boy and claim that title and all is good.
    1. Kenn@rd.'s Avatar
      Kenn@rd. -
      Quote Originally Posted by danelgran View Post
      Really??? If you had invented the iPhone, wouldn't you being doing he same thing Apple is doing right now??? I think you would! Anyone would!

      Apple raised the bar when it came to cell phones by introducing the iPhone to the world! It being 'inferior' is a matter of opinion....The millions and millions of iPhones sold and the crazy success Apple (76+ Billion) has had selling these products discounts your statement!
      +1.
    1. Gamemaster77's Avatar
      Gamemaster77 -
      Quote Originally Posted by danelgran View Post
      Really??? If you had invented the iPhone, wouldn't you being doing he same thing Apple is doing right now??? I think you would! Anyone would!
      Not really. In fact I'm fine with some competition. Me, and many other people I know wouldn't sue if we believe it's not warranted, just because we believe we could win. Not everyone is trying to exploit every little thing there is in every system.