In this study, Samsung’s researchers paint a grim picture of how Apple continued to wreak havoc on competitors in the smartphone market, but in this case they also illustrated Apple’s near total control of the tablet segment as well.
Apple’s attorneys said in court this morning that they would get through another handful of its witnesses, picking up the pace from earlier in the week, when the company focused strongly on just a few design and marketing experts.
So far Apple has brought out two of its key executives, marketing chief Phil Schiller and iOS chief Scott Forstall, as well as Christopher Stringer, a longtime member of the company’s design team.
After that came design experts like Peter Bressler and Susan Kare, the latter of whom created the originalMac icons.
Still to come are Ravin Balakrishnan, a computer science professor at the University of Toronto and co founder of Bump Technologies, which Google bought up in 2010.
We’re also set to hear from Boris Teksler, Apple’s director of patent licensing and strategy, whose testimony could reveal more information about Apple’s business that was previously kept under wraps.
In court yesterday, the company tapped Hal Poret, a researcher at ORC International, to further prove that point.
Poret had been in charge of tests asking users to view photos of mobile devices to determine their brand origins.
Poret showed examples of evidence that in just a few years after the release of the iPhone and the iPad, consumers had already come to identify the general shape of smartphones and tablets with Apple’s brand.
Samsung lawyer Bill Price spent part of Friday, and once again this morning taking Poret to task over how the survey was conducted, including what devices were used as the control group, and pointing out the fact that theiPad’s home button had been covered up in some example shots, but not others when respondents were viewing the examples.
Price noted that some survey respondents said that the home button had been “a dead giveaway this is Apple,” when it was present.
In the run up to today’s proceedings both sides were very nearly on even ground in the amount of time they had used up, which was less than half of their allotted 25 hours each.
Rupert Dresser is a business journalist based in Adelaide, Australia. Rupert has a passion for financial markets and breaking news stories and loves writing about business news, stock market, and economic opinions that matters most to its audience. Rupert spends a lot of time discovering and researching latest financial markets and industry news stories in order to make sure the latest and greatest stories are brought to you first on BigBoardNews.com.