During the trial between Apple and Samsung currently underway in the US, executives from the Korean company revealed that the death of Steve Jobs on October 5, 2011, one day after the presentation of the iPhone 4S, was an "opportunity" to attack the iPhone..
“Unfortunately, the death of Steve Jobs has created a huge wave of press coverage about the superiority of Apple and the iPhone,” said Michael Pennington, then vice president of sales for Samsung Telecommunications America. “This is the best opportunity for us to attack the iPhone.”.
Samsung's argument is about the perception a consumer has of a product created by an "innovator," "perfectionist," "passionate," "visionary," etc. "What consumer wouldn't feel great buying a device created by someone like that," Pennington said. "I know this is the best opportunity we have to attack the iPhone.".
It is interesting that up until that point Samsung had been hesitant to directly attack Apple and the iPhone because Apple was a very important and large customer. In fact, Samsung wanted to let Google do the “dirty” work. At Pennington’s urging, however, various advertising campaigns were given the green light that mocked both the iPhone and the consumers who chose it.
You can read all the emails made public as part of the trial here (from the WSJ).
Source: press-gr.blogspot.gr
