The emails and documents which are being used as evidence in the ongoing trial between Apple and Samsung have brought forward some very secret and bizarre facts. One such email from Samsung obtained by Apple Insider lets out a very interesting move by Samsung. According to this email of Oct 2011, Samsung feared Steve Jobs death could take the attention away from its new launch Galaxy S II as people perceived Jobs as visionary and perfectionist and this would prove to be an unintended benefit for Apple. So instead going after Apple publicly they tried to use this as an opportunity by launching an Anti-iPhone marketing campaign.
According to an email from Dale Sohn, then the president and chief executive of Samsung Telecommunications America to Michael Pennington, who was then Samsung’s head of sales, he said “We need to take advantage of this chance”.
To which Michael Pennington replied,
“Unfortunately, Steve Job’s [sic] passing has led to a huge wave of press coverage of Apple’s and iPhone’s ‘superiority,’ all created by the, ‘passionate, tireless, perfectionist…’ The point here is the there is an unintended benefit for Apple, since the external messages by 3rd parties are all highlighting and/or supporting the consumer perception that Apple products are superior, since Jobs’ was such a visionary and perfectionist. What consumer wouldn’t feel great about purchasing a device developed by such a person.
Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone”.
With regard to this anti-iPhone campaign, SII launch included a Facebook page image that compared SII with an Apple iPhone 4. It pictured SII as new and trendy and iPhone 4 as a part of old communication devices like a cellular phone and two cans attached with a string.
It also arranged for “Global PR Reviews to increase Buzz,” for SII from a series of high profile blogs.
Post all this, on 10 October 2011 Apple reported “iPhone 4S Pre-Orders Top One Million in First 24 Hours”