Phil Schiller on History of the iPhone, Advertising, and Market Research

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Aug 3, 2012.

  1. MacRumors macrumors bot

    MacRumors

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    Phil Schiller is currently on the witness stand in the trial of Apple versus Samsung, and Apple's marketing chief is offering a bit of insight into the history of the iPhone, making the argument that Apple revolutionized the smartphone industry with its contributions. AllThingsD has a summary of Schiller's comments, which reveal Apple's wide-ranging thoughts on what project to pursue following the success of the iPod.
    As part of his testimony, Schiller was led through a number of public reviews and comments about the iPhone and iPad, demonstrating how the devices were considered revolutionary but that many observers believed Apple would fail in its efforts.

    Schiller also revealed a bit of information on iPhone marketing, noting how the company's U.S. iPhone advertising budget expanded from $97.5 million in fiscal 2008 to $173.3 million in fiscal 2010. As Apple has previously revealed in public filings, the company's overall advertising budget in fiscal 2010 came in at $691 million and grew substantially to $933 million in 2011. Still, Apple's booming sales have typically meant that the company's marketing expenditures have been shrinking as a percentage of revenues.

    CNET also highlights Schiller's comments on how Apple uses targeted market research surveys, which have shown how important design is to Apple's customers.
    As CNET noted earlier today, Schiller will be followed on the witness stand by Scott Forstall, Apple's head of iOS software. Other Apple-called witnesses will include Samsung executive Justin Denison, Samsung engineer Wookyun Kho, Apple's early icon and interface designer Susan Kare, and a pair of independent expert witnesses.

    Update: Samsung's lawyers asked Schiller whether the design of the iPhone would be changing with the next version of the device, but he declined to comment on future products and Samsung apparently declined to press the issue further.

    Article Link: Phil Schiller on History of the iPhone, Advertising, and Market Research
     
  2. MultiMediaWill macrumors 68000

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    #2
    Can we get a "Phil Schiller on the Future of the iPhone, Advertising, and Market Research" ?
     
  3. kolax macrumors G3

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    #3
    If only Steve were here to be in the witness stand.
     
  4. wesk702 macrumors 68000

    wesk702

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    #4
    ?"
     
  5. Mad-B-One macrumors 6502a

    Mad-B-One

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    The interesting aspect is that the history books of electronics will be written in court records' language. At least, it will be an interesting read for a lot of us.
     
  6. Technarchy macrumors 604

    Technarchy

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    #6
    Now that would be something...it might even border on Epic.
     
  7. HMI macrumors 6502a

    HMI

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    #7
    Study

    So, long after much of their marketing targets rich women, moms, and the daughters of rich moms, their 2011 study confirms that 85 percent of rich women think "design and aesthetics" is important.

    Hope they didn't pay too much for this research!
    ...
    Ok, this is the part when you trash my statement:

    Ready, and go!
     
  8. kurosov macrumors 6502a

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    Yaaaay i must be rich, nooooo i must be a woman, wait a minute that means i have tits! :eek:
     
  9. Rogifan macrumors Core

    Rogifan

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    So no Ive on the stand? Only Schiller and Forstall?
     
  10. vvebsta macrumors 6502a

    vvebsta

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    Schiller should be the head spokes person of Apple. I like his personality allot. Cook I think is more comfortable behind the scenes anyway.
     
  11. Shrink macrumors G3

    Shrink

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    #11
    OK, if you're saying that the only people surveyed were " rich women, moms, and the daughters of rich moms", consider your post trashed!!:rolleyes:

    :D
     
  12. samcraig macrumors P6

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    Schiller did good with Apple's lawyers. But it appears (in my opinion) that Samsung is doing a good job with their cross - getting Schiller's to bury himself. The survey, the home button, etc.

    I wonder if this trial will be made into a TV movie or something...
     
  13. psac macrumors 6502a

    psac

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    #13
    I remember my initial reaction to the iPhone -- why would I buy something without a keyboard? No way! Shows they took the risk and everyone else is profiting from it now. (errr, except RIM.)
     
  14. IJ Reilly macrumors P6

    IJ Reilly

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    When Bill Gates was called to testify in U.S. v. Microsoft, the results were not pretty. He was snotty and evasive and did not do his cause any good whatsoever. Obviously Bill is not Steve, but something to put in the "be careful what you wish for" column.

    FWIW.
     
  15. crossifixio macrumors regular

    crossifixio

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    #15
    Have a great deal of Respect for Phil Schiller! He has done so well helping Apple get to where it is today!
     
  16. tarasis macrumors 6502a

    tarasis

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    #16
    You don't? **** I'm looking at a photo of the wrong person.

    :p
     
  17. samcraig macrumors P6

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    An example where Phil is helping Samsung's case...


    What was theme for the iPhone design? Schiller said, “We were trying to create a new breakthrough design for phone that was simple and beautiful and easy to use. We had a term in Apple called the “lust factor.” Is it so gorgeous that people had lusted after it?”

    Now Samsung is asking about the four-button design on a Samsung phones. Schiller says he doesn’t think they’re as beautiful as the iPhone. “I think we have a lustful, gorgeous design in total.”
     
  18. rjohnstone macrumors 68040

    rjohnstone

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    #18
    Apple's lawyers would have wanted him as far away from the trial as possible.
    They wouldn't know which "Steve" would be sitting in the chair.
    The smooth talking salesman or the angry and emotional Steve.
     
  19. djphat2000 macrumors regular

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    Most likely wouldn't even need lawyers. :)
     
  20. Rogifan macrumors Core

    Rogifan

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  21. drewyboy macrumors 65816

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    I really don't think so. All he's saying is their's doesn't look at good. Doesn't mean that they aren't copying. it's like the chinese version of the of almost anything from america. You can tell it's a blatant rip off, but still doesn't look as good.
     
  22. Rogifan macrumors Core

    Rogifan

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    Forstall says he has 1,000 people reporting directly to him. Really? I find that hard to believe.
     
  23. Shrink macrumors G3

    Shrink

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    #23
    Not enough he was a creative,talented person...I guess he was the Second Coming!:rolleyes:
     
  24. samcraig macrumors P6

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    #24
    Yes. But earlier he spoke of customer confusion. I would imagine that Samsung's lawyer will bring this all up again. It's hard to claim customer confusion and that the items look alike AND also say that one product looks better than the other and that there are unique features to each one respectively.
     
  25. eajames macrumors newbie

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