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 |  Subject: Samsung denies copying iPhone features; says marketing helped Galaxy phones succeed  Thu Apr 17, 2014 9:22 pm | |
| Samsung denies copying iPhone features; says marketing helped Galaxy phones succeed Apple and Samsung are in the middle of yet another patent trial, where Apple accuses the Korean company of stealing iPhone features described in five of its patents, asking for $2 billion in damages. Samsung of course denies the allegations, but senior UI designer Youngmi Kim explains it in a bit more detail, as reported by Re/code: - Quote :
- Did Samsung steal its slide-to-unlock feature from Apple’s smartphone software?
“Absolutely not,” said Samsung senior UI designer Youngmi Kim, who has worked on user experience strategy on the Samsung design team since 2004.
“If we were to work on the same thing as Apple, that would not give us any advantage in terms of differentiating our products, so that would not make any sense,” Kim said, speaking through a translator. In the trial, Apple cites a Samsung document comparing slide-to-unlock on iPhone and Samsung phones as evidence of patent infringement. Kim, however, says that the document, from 2010, describes an unlocking system that was already fixed in 2009. Another internal document suggesting improvements to the unlocking system based on iPhone’s slide-to-unlock was dismissed by Kim, saying that the suggestion was never implemented. Another patented feature Apple says Samsung stole is Spotlight universal search, that lets users search through out their phone, across various apps, from one central location. A Google engineer, however, argued that the search box on Android mostly searches information on the cloud, and not locally. As for auto-detection of links within messages, another Apple patent, Google says it started work on this feature in 2006, much before the iPhone launched. Apple’s primary argument in the trial has been that Samsung’s success in the smartphone industry was because it copied patented features from the iPhone. Samsung countered that argument in court saying that its success was primarily due to its marketing efforts: - Quote :
- After 2011, [Samsung] stepped up its marketing efforts by hiring Nike exec Todd Pendleton and diverting dollars from spending with carriers to advertising its own brands directly to consumers. Pendleton oversaw a shake-up in ad campaigns at Samsung.
Back in 2011, before the company underwent a marketing “paradigm shift,” it was the fourth-place smartphone seller in the U.S., behind Apple, HTC and RIM. Under Pendleton’s direction, the company developed a “real-time marketing” approach of “attaching our brand to cultural moments,” he said. Samsung says that its Super Bowl ad, which even Phil Schiller liked, was a result of this shakeup, as was Ellen Degeneres’ most retweeted “selfie” at the Oscars. @ |
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