Please sign up, comment on articles and bring your friends!
Never before in history has innovation offered promise of so much to so many in so short a time.
It also gave glimpses into its strategy and customers, and each fact—like an internal survey showing that 78% of iPhone owners buy cases—was quickly disseminated and discussed in tweets and blog posts by people tracking the high-stakes case.
Phil Schiller, Apple's senior vice president of world-wide marketing, took the stand Friday and revealed how much Apple spends on marketing the devices at the center of the case. He discussed a document that said Apple had spent $647 million advertising the iPhone in the U.S., from its release in 2007 through its fiscal year 2011. For the iPad, which debuted in 2010, he put the amount at $457.2 million.
Much of the trial so far has concentrated on how Apple's design teams came up with the ideas for iPhones and iPads. Apple is trying to prove that Samsung copied its designs, while Samsung is demonstrating to the jury that its devices are different and that Apple was inspired by Sony Corp's products.
On Friday, Scott Forstall, a senior vice president who oversees the software used on the company's mobile devices, testified that as early as January 2011, an Apple executive advocated that the company build a tablet with a 7-inch screen. Apple has generally disputed the appeal of devices smaller than its 9.7-inch iPad, despite reports the company is developing a smaller model.
In cross-examination, Mr. Forstall said Eddy Cue, now head of Apple's Internet services efforts, had used a 7-inch Samsung tablet for a time, and sent an email to Chief Executive Tim Cook that he believed "there will be a 7-inch market and we should do one."
Mr. Forstall also testified that Apple in 2004 placed unusual rules around how it would assemble a team to build the iPhone, or "Project Purple," as it was called then.