updated 09:34 am EDT, Wed April 2, 2014
Samsung attorney claims Apple's Phil Schiller was 'obsessed'
During Monday's opening statements in the second Apple v. Samsung trial, attorney John Quinn -- representing Samsung -- revealed that Apple marketing head Phil Schiller was deeply concerned about Samsung's "Next Big Thing" ad campaign. One email from Schiller to his team specifically addressed a January 2013 Wall Street Journal story with the headline "Has Apple Lost Its Cool to Samsung?" Schiller commented that "We have a lot of work to do to turn this around."
The article focuses a great deal on the Next Big Thing campaign, which specifically attacked the iPhone as missing features, and lampooned the cult-like atmosphere around Apple product launches in which people will line up for hours just to be one of the first to get a device. Quinn says that Samsung's new marketing strategy "drove Apple crazy," and that Schiller in particular became "obsessed" with the campaign. At one point he sent a message to Apple CEO Tim Cook, suggesting that the company looking into using another ad agency instead of TBWACHIATDAY. That firm has been closely linked to Apple's success, since it helped dictate the look of its minimalist TV ads and overall marketing.
The trial is scheduled to continue today. Apple is asking for $2 billion in damages, accusing Samsung of copying the iPhone and violating several of its patents.