Apple Emails Reveal Concerns Over Samsung's Success, 'Holy War' With Google - Mashable ~ Electronic Gadgets

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The late Apple CEO Steve Jobs at the Apple World Wide Developers Conference in San Francisco on June 11, 2007.

Image: Paul Sakuma/Associated Press

By Adario Strange2014-04-05 20:21:45 UTC

A document presented Friday in federal court for the Apple versus Samsung patent trial revealed that some Apple officials had serious concerns about the iPhone's competitive position vis-à-vis the growing popularity of Android smartphones.

Shown during a cross-examination of Phil Schiller, a 2013 email from Apple's senior vice-president suggests he was seriously concerned about how the consumer market perceived the iPhone, as compared with Samsung's line of smartphones.

Posted by Recode, the email was sent to Apple's ad agency Media Arts Laboratories, and said: "I watched the Samsung pre-superbowl ad that launched today… It's pretty good and I can't help but thinking 'these guys are feeling it (like an athlete that can't miss because they are in a zone), while we struggle to nail a compelling brief on iPhone."

This is one of a few instances in which Apple's concern about its competitors has been revealed in such detail.

"Something drastic has to change. Fast," Schiller wrote in a portion of the email obtained by CNET.

Other internal Apple documents presented during Samsung's cross-examination of Schiller indicate that Apple's view of the market at the time saw growth in larger-screen smartphones (or phablets) priced above $300, as well as devices priced below the $300 mark.

In another set of documents revealed in court earlier this week, an email from late Apple co-founder Steve Jobs sent on Oct. 24, 2010 offered insight into what he planned for the company's future.

The full email, posted by The Verge, delved into various topics, including an upcoming "Holy War with Google," Apple being "in danger of hanging on to old paradigm too long (innovator's dilemma)" and plans for the iPhone 4S (termed as the "plus" iPhone 4) and the iPhone 5.

Jobs' email also touches on competitive issues, including a strategy to "catch up to Android" focused on notifications, tethering, speech and Siri.

Most interestingly, the email also mentions the future of Apple TV. Jobs' bullet points on "Apple TV 2" include a strategy to "stay in the living room game and make a great 'must have' accessory for iOS devices," adding content from NBC, CBS, Viacom and HBO, as well as a possible TV-subscription service.

The treasure trove of information detailing Apple's internal conversations came on the second day of the latest Apple versus Samsung trial, which means we may see even more revealing documents in the coming days. Apple's patent lawsuit against Samsung aims to get the South Korea-based electronics giant to pay $2 billion in damages related to the sale of millions of allegedly patent-infringing Samsung smartphones

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