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Samsung's Goals for 2012: 'Beating Apple is #1 Priority'

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Internal documents included in the second patent trial between Samsung and Apple last week revealed how Apple viewed Android, calling for a "Holy War" against Google and expressing concern about competition from larger-screened, lower-priced Android phones. A new set of documents reported by Re/code and AppleInsider reverses this perspective, showing how Samsung was laser-focused on Apple with the objective of beating the Cupertino company as its "#1 priority" in 2012.

apple-samsung-2011b.jpg
The internal document outlines the lessons Samsung learned in 2011 as it continued development on its Galaxy line of phones and faced a patent infringement lawsuit from Apple. Samsung considered the threat from Apple to be "extremely real and urgent" and communicated to employees that "everything must be [in the] context of beating Apple" in 2012.

Samsung listed the expected features of the upcoming iPhone 5 and predicted how Apple's iPhone would perform in the marketplace. The Korean company also detailed how it would boost its own Galaxy branding and work with both carriers and retailers to expand its retail presence to combat growing consumer interest in the iPhone.
Samsung also detailed a strategy of "continuous" branding campaigns where "Galaxy Nexus rolls into Galaxy Note into GSIII," playing upon Apple's consistent branding of iPhone across generations of its products.

"Drive consumer pull," Samsung's Galaxy branding document strategized, hoping that "customers walk into stores asking for Samsung." To get there, Samsung said it needed to "understand why customers buy Apple," and then "develop countermeasures by carrier/retail."
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The documents reveal that Samsung shifted its product lineup to serve carriers with 80% of the company's product roadmap supporting carrier demands for joint projects, exclusive offers and low-cost handsets for entry-level consumers. Only 20% of its product lineup focused on high-end handsets like the Galaxy S3 and the Note II.

Samsung also spent billions on advertising to support its Galaxy phones with Apple-targeted ads that focused on iPhone line-waiters, Apple's Genius Bar and more. Samsung credits the company's 2012 "Next Big Thing" advertisements as "a tipping point" for the company's branding and claimed in its opening arguments last week that Apple was taken aback by the edgy marketing campaign.

Article Link: Samsung's Goals for 2012: 'Beating Apple is #1 Priority'
 
Article Link
https://www.macrumors.com/2014/04/07/samsung-beat-apple/
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paul55br

macrumors member
Feb 23, 2012
69
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Sounds like when Microsoft said years ago that wanted to "****** kill Google".
 
K

Kissaragi

macrumors 68020
Nov 16, 2006
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They are really going at each other!

Seems like its good news for consumers tho if they are all desperately trying to make the best devices possible.
 
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newagemac

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Mar 31, 2010
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This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
 
K

kaos0271

macrumors newbie
Sep 21, 2013
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I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.

Just do your own thing and make great products. If all you're interested in is beating the competition, then you lose that edge.
 
A MacBook lover

A MacBook lover

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newagemac said:
This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
Click to expand...

Sick burn!

Samsung seriously needs to go away.
 
G

genovelle

macrumors 68020
May 8, 2008
2,100
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newagemac said:
This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
Click to expand...
Samsung did release a comment to the press that they would have 64 bit soon. No mention since though.
 
M

moeafg

macrumors member
Mar 31, 2014
45
133
Birmingham
So Samsung were providing evidence of Apple's internal documents which showed they were worried about their competition, when in fact Samsung has been worrying about Apple. :confused:
 
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newagemac

macrumors 68020
Mar 31, 2010
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dannyyankou said:
Apple's goals for 2014: Beating Samsung is #1 priority
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Apple is already beating Samsung. They make far more money in Smartphones than Samsung does. And Samsung had been making phones for decades. Apple, a computer company, came in Samsung's market brand new and promptly stole a significant share of the market and more importantly the overwhelming majority of all the profit.

How Samsung allowed Apple to come into their market and do this to them when they had been making phones for decades is a mystery to me.
 
sputnikv

sputnikv

macrumors 6502a
Oct 3, 2009
507
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kaos0271 said:
I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.

Just do your own thing and make great products. If all you're interested in is beating the competition, then you lose that edge.
Click to expand...

their priority should be to deliver the best possible products and user experiences
 
thedeejay

thedeejay

macrumors 65816
Aug 16, 2012
1,338
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Toronto, Canada.
Funny how they both acknowledge each other as a serious threat and want to take each other down. It's time to see what they both got in the pipeline after the next 2-3 years or so. That's when it'll matter. No more SJ road maps. It'll be all Apple and Tim.

Can do Timmy do it?

Tune in and find out!
 
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