A nine-person jury found Samsung guilty of infringing Apple's design and software patents in August, resulting in a $1.051 billion damages award. The ruling sparked heated debate about whether Samsung had indeed copied the iPhone. To shed light on the matter, Judge Lucy Koh ordered the unsealing of key documents from the lawsuit. After reviewing the legal jargon, tech law blog Groklaw discovered that Apple's arguments against Samsung were based on misleading information.
The Misleading Memo
Apple's attorneys presented a Samsung internal memo as evidence of blatant copying. The document, penned by Samsung mobile boss JK Shin, expressed frustration with his company's user experience, saying it had fallen far behind Apple's. He noted the difference was "as vast as Heaven and Earth" and that Samsung was experiencing a "crisis of design." Apple selectively quoted Shin, highlighting his statement to designers: "Let's make something like the iPhone."
The Full Quote
However, the full quote reveals Shin's true intentions. He emphasized the need for creativity and originality, stating that designers should focus on comfort and ease of use rather than copying the iPhone. "Designers rightly must make their own designs with conviction and confidence; do not strive to do designs to please me (the president); instead make designs with faces that are creative and diverse." Shin also emphasized the importance of a metallic feel, a design philosophy similar to Apple's.
Samsung's Focus on Innovation
Shin's memo highlights Samsung's focus on innovation, rather than copying. He encouraged designers to create original work, saying "Do not strive to do designs to please me (the president); instead make designs with faces that are creative and diverse." This approach is a far cry from the alleged copying Apple accused Samsung of.
The Importance of Screen Size
Samsung's mobile marketing strategy also focused on larger displays. Shin emphasized the importance of screen size, stating "Our biggest asset is our screen... It is very important that we make screen size bigger." He envisioned a future where smartphones absorb the function of e-books, further solidifying Samsung's commitment to innovation.
The Verdict: Apple's Misleading Tactics
Groklaw's findings suggest that Apple's lawyers selectively quoted Shin's memo and left out key parts to mislead the jury. This raises questions about the fairness of the trial and whether Samsung was given a fair chance to defend itself. The truth about Samsung's mobile marketing strategy is one of innovation, not copying.
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