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

Discussion in ' News Discussion' started by MacRumors, Apr 7, 2014.

  1. macrumors bot


    Apr 12, 2001

    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.

    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.
    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'
  2. macrumors G4


    Jun 12, 2012
  3. macrumors regular

    Jan 15, 2013
    I can see where these comments are going to go...
  4. macrumors 68030


    Mar 16, 2012
    Manchester, UK
    That have been Samsung's 1st priority since at least 2007!
  5. macrumors 65816


    Nov 20, 2007
    Yep, no surprises there - aiming after no. 1

    Bring on the competition!
  6. iLoveiTunes, Apr 7, 2014
    Last edited: Apr 7, 2014

    macrumors regular

    Feb 26, 2011
    I bet this memo is copied as well ...</hides>
  7. macrumors member

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

    May 29, 2012
    I find it hard to believe only 20% of marketing was based on the Galaxy line and not carriers.
  9. macrumors 601


    Mar 2, 2012
    Apple's goals for 2014: Beating Samsung is #1 priority
  10. macrumors 68020

    Nov 16, 2006
    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.
  11. macrumors 68020

    Mar 31, 2010
    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!
  12. macrumors 65816

    Feb 15, 2011
    That one good thing of such silly lawsuits: some insight into the companies.
  13. macrumors 6502a


    Jun 9, 2009
    Given how these internal memos are being thrown around in court, it looks like there are moles in both camps.
  14. macrumors newbie

    Sep 21, 2013
    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.
  15. macrumors 6502a

    May 22, 2009
    Sick burn!

    Samsung seriously needs to go away.
  16. macrumors 6502a

    May 8, 2008
    Samsung did release a comment to the press that they would have 64 bit soon. No mention since though.
  17. macrumors member

    Mar 12, 2012
    Belgium, EU
  18. macrumors 68030


    Oct 19, 2010
    Buffalo, NY
    Right. Then on Steve Jobs first day back, he said
    .... and then he partnered with Bill Gates to get Office to the Mac.
  19. macrumors newbie

    Mar 31, 2014
    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:
  20. macrumors 6502

    Feb 11, 2005
  21. macrumors 68020

    Mar 31, 2010
    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.
  22. macrumors 6502


    Oct 3, 2009
    their priority should be to deliver the best possible products and user experiences
  23. macrumors 65816


    Aug 16, 2012
    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!
  24. macrumors 68040


    Sep 24, 2010
    80% carrier focus and 20% Samsung focus??

    Christ. They really are about the numbers aren't they.
  25. macrumors 601

    Nov 25, 2012
    United States
    Not sure why they didn't have on their list to Copy Apple. It's been a huge part of their business practice. ;)

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