iPhone Made A Design Crisis at Samsung

August 7, 2012, By Sanjeev Ramachandran

Looks like the patent feud between Apple and Samsung will give us more information about the way things are run by the corporate giants in the gadget world.

At the end of Monday in the second week of fighting in the court, the cat was out of the bag, when an internal email memo sent by Samsung Head of mobile communication J K Shin to colleagues describing the user experience difference between Samsung smartphone and the iPhone was submitted before the court.

According to the mail, Shin found that the user experience on Apple iPhone was like being in heaven while that on the Samsung counterpart was just like being on the earth.

The memo was actually kept away from the court at the time of trial but when Samsung’s legal counsel John Quin talked about the ‘design crisis’ in a question to Samsung strategist Justin Denison, the memo was brought to the attention of the court and thus bringing into the public domain.

As per the memo, the company was mainly focusing on Nokia as the main rival to improve the UI designs with things like folders, sliders and bars. It was late to notice the wide gap in user experience between like Samsung Omnia and iPhone.

Mentioning Apple iPhone as an unexpected rival, the memo goes on to say that “When everybody (both consumers and the industry) talk about UX, they weigh it against the iPhone. The iPhone has become the standard. That’s how things are already.”

It is not immediately clear if Apple will be able to use this mail as an indicator that Samsung had plans to copy iPhone design.

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