Nobody truly knows everything that goes on behind the closed doors at companies like Apple and Samsung, even though they have been forced to expose more than they would like in the last few weeks with a lot of their inner workings coming out during the recent patent trial in San Jose, it’s unlikely that we ever will have a full understanding of the design and development process that goes on internally when designing a new product.
With that said, knowing what we now know about the companies thanks to the revelations revealed in front of Judge Lucy Koh and her nine person jury, I find it very difficult to have sympathy for Samsung, and although we shouldn’t take it as gospel that if a jury says they have copied then they are entirely guilty. The presented evidence did paint an extremely compelling picture in Apple’s favor. Immediately after the trial, which was found massively in Apple’s favor to the tune of $1.05 billion, the company released an official press statement, as well as an internal memo personally crafted by CEO Tim Cook telling his staff that the case was about the company values, rather than being financially motivated.
Although deflated, Samsung has themselves taken the time to put together an internal memo that has been sent to their own employees outlining the company’s position on the verdict and the trial in general. As you might expect, the Samsung memo hasn’t been drawn up with the same positive undertones which Tim Cook had the pleasure of including in his copy to company employees, but the memo does outline Samsung’s desire to continue fighting their corner until the industry accepts their arguments. The document also outlines the fact that they believe the recent rulings are in direct contrast to decisions made in other territories like the United Kingdom, Germany and The Netherlands, where it has previously been ruled that Samsung didn’t copy designs of Apple Inc. products.
Although Samsung can’t really do a great deal about the decision and have indicated their respect for the ruling and that the “judge’s final ruling remains“, they are undoubtedly having an enormous shot at Apple by claiming their belief; consumers will not take a company to their hearts who show signs of existing to stifle innovation:
History has shown there has yet to be a company that has won the hearts and minds of consumers and achieved continuous growth, when its primary means to competition has been the outright abuse of patent law, not the pursuit of innovation.
Personally speaking, I think Samsung is fighting a losing battle if they are attempting to convince their own employees or the general public that they are not guilty of infringing upon designs from others. The evidence and the verdict clearly shows the contrary, but as you would expect, Samsung needs to send a defiant message of strength after this verdict, even if they are licking their wounds behind their rather shameless closed doors.
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