updated 10:29 am EDT, Wed April 16, 2014
Public assumed to be worried about Apple's prospects
Samsung decided to launch its "Next Big Thing" campaign -- parodying Apple -- in the wake of the death of Apple co-founder Steve Jobs, according to an email trail exposed during the ongoing Apple v. Samsung patent trial. Samsung America's VP of US sales, Mike Pennington, described Jobs' death as "the best opportunity" to run a campaign targeting Apple, since people would be worried about whether Apple could continue to come up with great ideas minus Jobs' influence. "Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone," Pennington is quoted as saying.
Pennington received approval from chief marketing officer Todd Pendleton. "Hey Michael, We are going to execute what you are recommending in our holiday [Galaxy S2] campaign and go head to head with iPhone 4S," he replied.
Prior to the exchange, Samsung was concerned about running ads that went after Apple directly, since the companies were and continue to be partners in some respects. Samsung produces the A-series chips used in every iOS device, for instance. As a solution, Samsung discussed asking Google to run its own anti-Apple campaign; while Google is still the primary web search engine in iOS and OS X, the two companies have otherwise severed ties.