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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. PokemonDesigner's Avatar
      PokemonDesigner -
      Quote Originally Posted by NakedFaerie View Post
      Have a cry Apple.
      Have you heard of a thing called competition? If it wasn't for Samsung there would be no competition so grow up and be nice and stop being a little girl and going crying to mum every time Samsung look at you.

      Competition is good as it should make you make a better product but it looks like Apple dont know that, they'd rather sue the competition and keep their inferior product than make a better one.
      Now I don't have to say what is exactly right. And Samsung only really copied the rounded corners on a rectangle really. It's not even really all that close to the iPhone anyway. Wow a white phone with a home button and rounded corners on a rectangular phone. Wow. We should sue them too. Get over yourselves apple. Boo freaking hoo. Stop suing competition if you really want to make a better phone.
    1. RyoSaeba's Avatar
      RyoSaeba -
      I had used 2 touchscreen phones before the iPhone. The Moto ROKR E6, and a Windows Mobile phone that work gave me. Both were pretty cool at the time. There were hacks out and hell, when the first iPhone came out, I even downloaded the "Slide to unlock" for the windows mobile. I didn't even buy the 1st gen iPhone because it was first generation and I didn't want to switch to AT&T.

      Then the second gen (3G) came and I notice there's this thing called jailbreak and unlock. I bought one off eBay and within the first 30 minutes of playing with it, I was in love. I've never liked a phone so much in my life. And I've bought phones costing 400-500 before such as the Nokia 6260 back in 2004. It was just an amazing experience. The way the UI worked was never seen before. The smoothness of scrolling, the large screen, the browser, everything was just well thought out and placed. This was 2007 mind you. Nothing I've seen was even close to this. Andriod was at its infancy and everything was not smooth at all. Samsung was never anything but a "dumb phone" maker at that time. Samsung phones were sold in the same line as Nokia S40 phones. My friend had a Samsung flip phone that used An OLED display and the blue color faded just after a year.

      Then the galaxy phones came and they exploded on the market. They did not gradually improved their old phones. They did not gradually improve their OS design. Everything they put out, they put out AFTER the iPhone. Coincidence? I think not. This is not just the phones I mind you. Their tablets have a similar history as well. I will give them the 7" form factor but heck, wasn't the Kindle out before that? Has Samsung actually reinvented or innovated anything??? I guess they did invent ridiculously funny scenarios when I see people holding a Galaxy Note next to their ear to talk. Makes me chuckle every time.

      Quote Originally Posted by Silverado1987 View Post
      I do agree it "seems" like apple is just suing the competition to keep it away instead of making a better product then I realized that's retarded. Ok what is Samsung actually copying? I'm really over this who copied who. Kinda a 3rd grade problem with billions of dollars involved
      You will never understand unless you invented something and someone just comes along and takes your innovation and simply mimics them.

      Hell, I get pissed when people copy and use my eBay pictures that I work so hard on to take! I've invested in a $700 camera, $200 in lighting equipment, and time editing the pictures. Someone just comes along and right clicks, save as. I do water mark them too but some people just doesn't care. Some Chinese sites are using my pictures with the watermark still on it! Crazy... If I had a bottomless pocket, I'd go after everyone of them! Sometimes, it's not really about the money but the principle.

      Do you really think apple is afride Samsumg will overtake apple and run them out of business? Most likely not. The way Apple is going after Samsung, it seems they really do believe Samsung outright "right click, save as" and that's just wrong.
    1. angel_92701's Avatar
      angel_92701 -
      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!
      let pretend. i invent a guitar. the way you know. no matter the design it call A GUITAR. if someone come with another thing call guitar. i sue em.
      because that was my idea, no body before think on that. even if its different or better then what i have. still my idea my design. my time of building that staff. There's a lots of people. watching for whatever new staff come out so the can re doit and copy. being honest, samsung device look much like the apple's. why apple is not going in the back of HTC Or Motorola. because the moment you see it . the are different . at first site.EVEN if the are alike apple multitouch device.Even if.They browse the net, even if the keyboard looks same open the same. even, if the have camera.
      my point is the could make a different design. the are good on doing it SAMSUNG is/(was) bigger and richer then apple why make something alike.
      and is not only one thing the PAD also looks the same. I don't Get it.
    1. Gucciipad's Avatar
      Gucciipad -
      Quote Originally Posted by feidhlim1986 View Post
      But you'd probably buy an Apple Tv which would just be Samsung components with an Apple logo, just like the iPhone.
      I have an apple tv. Great for AirPlay. And mirror for my iPad. That's it.
    1. Dranon's Avatar
      Dranon -
      What??????
    1. Airwaves182's Avatar
      Airwaves182 -
      So I'm guessing Samsung should of made a phone that wasn't white & rounded edges and a home button on the bottom? If you think both galaxy s2 & s3 look like the iPhone 4 & 4s then you must be a dumbb Asian judge or an even dumber consumer! At least samsung changes there designs and aren't afraid like apple. Making the screen longer?!? Haha what a fail. I've had every single iPhone but now they're just getting boring.. WE NEED COMPETITION!! It's like mark sanchez has more balls then apple since he's not afraid of competition
    1. sziklassy's Avatar
      sziklassy -
      Quote Originally Posted by RyoSaeba View Post
      Do you really think apple is afride Samsumg will overtake apple and run them out of business? Most likely not.
      Yes, I do. It already almost happened once in the early 90's with Microsoft. Ironically, MS is what bailed Apple out of that one.

      But frankly, I don't see why Apple is after Samsung here. They have made multiple claims about patent issues being about software, software, SOFTWARE. Ok, so go after Google. My guess is they don't do that because Google has some patents of their own that they can, and will, throw back into Apple's face, if they so chose.

      Quote Originally Posted by feidhlim1986 View Post
      But you'd probably buy an Apple Tv which would just be Samsung components with an Apple logo, just like the iPhone.
      This is such a tired argument. Please, allow me to use an example.

      I am a master architect that designs amazing buildings. They are not only functional, but works of art. Once this is designed, I contract out a company to actually build the thing for me. The contractor has a worker who is an up and coming architect. He comes along once it is built, uses those blueprints to make basically the same thing with some minor tweaks, and calls it his own.

      So what's my point? The fact that it is Samsung hardware is irrelevant. Apple engineers designed the phone, right down to the processor. Samsung was just contracted to build the components.
    1. i.Annie's Avatar
      i.Annie -
      Quote Originally Posted by feidhlim1986 View Post
      But you'd probably buy an Apple Tv which would just be Samsung components with an Apple logo, just like the iPhone.
      This is kind of like Facebook. Mark stole the idea, but he made it big. He made it happen. And of course a settlement was made with the actual founders of the idea, the success of it is not credited to them.

      Apple made the iPhone big. Apple did it, not Samsung and its components/parts. The ideas and products may or may not be "innovative" but certainly the ability to take those things and turn them into a high-demand product is.
    1. steve-z17's Avatar
      steve-z17 -
      It's obvious Samsung copied Apple. Hopefully Samsung will learn from this and take more time to innovate instead of copy. They wanted something that looked like the iPhone so it would sell like the iPhone.
    1. aidanharris's Avatar
      aidanharris -
      I'm sorry but just look at this:

      http://goo.gl/b1s4d

      And this:

      http://goo.gl/LtVZ7

      And tell me that samsuck didn't copy Apple.
    1. dannyrocket's Avatar
      dannyrocket -
      Who cares anyways. Big deal, so let the big babies spend millions on court.
    1. i.Annie's Avatar
      i.Annie -
      Quote Originally Posted by aidanharris View Post
      I'm sorry but just look at this:

      http://goo.gl/b1s4d

      And this:

      http://goo.gl/LtVZ7

      And tell me that samsuck didn't copy Apple.
      The phones, I don't know. There could be so many arguments contradicting anything related really. But the chargers...yeah. I have owned quite a few Samsung phones back in the day, and if I'm not mistaken when the smartphone touchscreen days just began, Samsung's charger heads were always smaller in size. Now suddenly they are wider and flatter like Apple's iDevice chargers. That certainly is interesting.
    1. Breezer23's Avatar
      Breezer23 -
      While I will agree that Samsung could have used a bit more of their own creativity I would have to say that isn't the reason for suing. Apple is screwed without the iPhone. Absolutely screwed. They are in fear of the competition.
    1. i.Annie's Avatar
      i.Annie -
      I'm not so sure Apple wouldn't be able to survive without the iPhone...its line of computers are quite successful IMO. And the iPod.
    1. Silverado1987's Avatar
      Silverado1987 -
      Quote Originally Posted by Breezer23 View Post
      While I will agree that Samsung could have used a bit more of their own creativity I would have to say that isn't the reason for suing. Apple is screwed without the iPhone. Absolutely screwed. They are in fear of the competition.
      I'm sure the iPads and iPods and iTunes and all MacBooks and iMacs won't mind. There not screwed. I seen the Samsung charger and that's pretty screwed up. The phone I can see the button at the bottom and the chrome edge
    1. bry2k2's Avatar
      bry2k2 -
      Quote Originally Posted by aidanharris View Post
      I'm sorry but just look at this:

      http://goo.gl/b1s4d

      And this:

      http://goo.gl/LtVZ7

      And tell me that samsuck didn't copy Apple.
      You cannot patent a shape, Asus makes the exact same style/shape connector for its tablets and no ones going after them. You cannot patent someone using the same material (glass front) on their product. You cannot patent a basic color. you can patent how the device functions and any software created to run it, Samsung didn't create Android and Android does not copy IOS (features such as slide to unlock, which Apple has also copied from several previous vendors is a feature imlemented by each vendor), its a far more open OS then IOS ever will be. Apple has nothing to base is claims off, they are simply pissed off because Samsung has done a better job take a "basic" idea and doing it better.
    1. Stryker1's Avatar
      Stryker1 -
      Phil Schiller is shocked? You really thought that Apple holds all the patents including the shape of a product? Hope that Samsung milks Apple dry in the courts.

      Stryker
    1. i.Annie's Avatar
      i.Annie -
      Quote Originally Posted by bry2k2 View Post
      You cannot patent a shape, Asus makes the exact same style/shape connector for its tablets and no ones going after them. You cannot patent someone using the same material (glass front) on their product. You cannot patent a basic color. you can patent how the device functions and any software created to run it, Samsung didn't create Android and Android does not copy IOS (features such as slide to unlock, which Apple has also copied from several previous vendors is a feature imlemented by each vendor), its a far more open OS then IOS ever will be. Apple has nothing to base is claims off, they are simply pissed off because Samsung has done a better job take a "basic" idea and doing it better.
      True, Asus has the same general shape for the tablet charger but it is not nearly as identical to the Apple one. The Samsung charger, down to nearly every detail except the color and brand logo is identical to Apple's charger. The power adapter is also the same size and shape, which is not shown in the above picture.

      Nobody is going after Asus bc it really does not closely resemble Apple's the way Samsung's does. But this argument could go on and on. I just wanted to point that little aspect out.

      I do disagree with that last sentence though. I don't see a reason for Apple to be pissed off. Apple's chargers have looked that way since I can remember...Samsung's replica of a charger is newer. So I would consider that a little bit of a copycat. HOWEVER, this suing business is a little ridiculous. Samsung does make quality products and are equally successful IMO and I have nothing against Samsung, it's just the whole Apple-hating thing is just as ridiculous as the Apple fanboyism thing.
    1. Breezer23's Avatar
      Breezer23 -
      Quote Originally Posted by Silverado1987 View Post
      I'm sure the iPads and iPods and iTunes and all MacBooks and iMacs won't mind. There not screwed. I seen the Samsung charger and that's pretty screwed up. The phone I can see the button at the bottom and the chrome edge
      Right. iPhones are over HALF (58% as of April 2012) of Apple's Revenues (Thank you Carrier Subsidies). The iPad is nearly 20% of revenue. The iPod accounts for a mere 3% of revenues, Macs are about 4%. If Apple starts getting bite back from carriers, which they will, and sales increase for other devices, you'll stop seeing such massive numbers on earnings reports.

      Secondly, it's a charger. Wow. Apple didn't even come up with the 30 pin connector either. Have any of you bought a device because of the charger?

      What I would like to see come out of this is a real change in patent (primarily software) law. I can't blame Apple for taking advantage of a broken system. However, they are starting to get out of hand. If they were really trying to protect their IP they wouldn't just be going this hard after Samsung. They'd be suing the hell out of Google directly, they'd be more aggressive against HTC, LG, and Motorola. They are going after Samsung purely to eliminate or hinder them as competition.
    1. RyoSaeba's Avatar
      RyoSaeba -
      Quote Originally Posted by i.Annie View Post
      True, Asus has the same general shape for the tablet charger but it is not nearly as identical to the Apple one. The Samsung charger, down to nearly every detail except the color and brand logo is identical to Apple's charger. The power adapter is also the same size and shape, which is not shown in the above picture.
      +1. Like I said earlier, it's not about the general shape of the device, else Apple would be suing EVERY manufacture. But Samsung simply went overboard and copy pasta Apple's products down to the boxes and chargers. If it were some gradual changes over the years then fine. But it's not. Samsung made crap phones that no one cared about before the iPhone. Then all of a sudden, they come up with all these great ideas? Don't think so.

      You can actually see the gradual improvements of Apple's products leading to the iPhone. The unique designs of Macs and Macbooks. The scroll wheels on iPods. The way the menus transitions on the iPods. The simplify of less buttons on the iPods over the years. You can see how Apple applied these into the first iPhone.

      I will be boycotting Samsung products and have my friends do so as well. My TV is from Samsung and it's 4 only years old. My next one will be a Panasonic. The Samsung TV is crap. It has "hot spots" after just 2 years. It even had a capacitor problem that was so common, when I googled "samsung lcd won't turn on", the first result is what fixed my problem! Replaced a few capacitors and that saved me hundreds of dollars on needing to get a new TV. And this happened barely a few months after the warranty expired!