Apple vs. Samsung: It’s Marketing, Not Copying That Made Samsung No.1

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Apple Inc. (NASDAQ:AAPL) and Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) are locked in a never-ending patent battle. The Korean company resumed its defense against Apple’s $2 billion patent infringement lawsuit. Samsung is relying on Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) engineers and its own marketing executives to convince a court jury that its success in the smartphone market has nothing to do with Apple’s technology.

Samsung changes its strategy when Apple is about to launch a new device

Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930)’s U.S. marketing chief Todd Pendleton said it was the company’s aggressive marketing campaign, not copycat products, that made it global smartphone leader. Since Mr. Pendleton became Samsung’s U.S. marketing head, the company’s messaging changed gears, and its sales began to pick up. Pendleton testified that campaigns such as “Next Big Thing,” Ellen DeGeneres’ Samsung-snapped selfie at the Oscars that went viral on Twitter Inc (NYSE:TWTR), and Super Bowl ads have made its Galaxy smartphone a worldwide success.

When pressed by Apple Inc. (NASDAQ:AAPL), Mr. Pendleton admitted that Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) comes up with specific strategies during the release of a new iPhone, when the Korean company’s sales shrink. According to Visible Measures, more than 453 million videos were viewed on Samsung devices, much more than any other brand.

Apple should sue Google rather than Samsung

Apple Inc. (NASDAQ:AAPL) presented its case last week. The iPhone maker brought experts who told the jury that the South Korean company should pay $2 billion for violating five of Apple’s patents. The patents are links within SMSes, slide to unlock, autocorrect, Universal Search and background data sync. Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) is now trying to rebut Apple’s claims that it copied those features to catch up with the iPhone maker in the smartphone battle.

Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) reiterates that the technologies in issue are part of Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL)’s Android OS. That’s why Samsung put three tech developers from Google on the witness stand to tell the jury how its software design evolved over time. The Korean electronics giant has also said that Apple Inc. (NASDAQ:AAPL) should sue Google rather than Samsung.

Apple Inc. (NASDAQ:AAPL) shares inched up 0.16% to $522.50 in pre-market trading Tuesday.

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