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The Apple vs. Samsung case in San Jose is really heating up right now, and after hearing Phil Schiller’s piece yesterday on the evolution of the iPhone and iPad, Apple has pulled the proverbial cat out of the bag by revealing internal Samsung documents in court. Said documents are significant to the case because they offer side-by-side comparisons of the iPhone the Korean company’s Galaxy S smartphone.

Samsung chief strategy officer Justin Denison was called up by Cupertino to speak on behalf of Samsung, a point in the hearing which saw many documents crop up, and Apple attorney William Lee revealed some pretty damning evidence to Denison of how Samsung comes up with its products.

Given Apple is trying to prove Samsung has plagiarized the key design features of both the iPhone and iPad with its Galaxy products, it certainly doesn’t look good, and prior to the revelation of the internal leak, Lee had asked Denison if Samsung had ever attempted to copy any of Apple’s designs. Denison, naturally, denied the claims, but Lee then presented his trump card – some of which were allegedly entitled "Beat Apple response," "Recent Apple analysis project" and "iPhone 5 counter strategy."

The side-by-side comparison, dated March 2nd, 2010 was named "Relative evaluation report on S1, iPhone" and compared the interfaces of both the iPhone and the Galaxy S. Interestingly enough, it is an image of the iPhone 3GS alongside the Galaxy S that has become an iconic representation of what Apple is trying to prove – the similarities are clear for all to see – and Samsung is said to have annotated and highlighted key areas for improvements in features which differed between the two.

One of the suggestions, it is reported by CNet, was to alter the appearance of Galaxy S UI iconography, and although Apple’s main beef – in this case anyway – is centered around the design of the devices themselves, these documents will do Samsung’s cause no good whatsoever.

There’s little doubting Apple’s influence on the market in general, but it does appear as though Samsung has taken things a little too far, and it will be interesting to see how the court – led by Judge Lucy Koh – will view these new revelations.

What do you think? Is it natural for companies to assess the competition, or is this the comprehensive evidence needed to swing things in Apple’s favor?

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