We keep hearing about the dull ongoing legal battle between Apple and Samsung, but during new hearings and appeals, fresh interesting discoveries are being made public. A Samsung business forecast from 2011 which was revealed to the court shows that South Korean company’s number one priority for 2012 was to “beat Apple”. As you can see for yourself in the above screenshot, Samsung says that “everything must be context of beating Apple.” AppleInsider was the first publication to discover the interesting document:
At the time, Apple was considered an “extremely real and urgent threat” and Samsung’s response seems to be entirely focused on branding rather than technology. Indeed, we’ve seen Samsung extend its Galaxy family of products – “Galaxy S for premium models, Galaxy for other high/mid tier smartphones” and also spend a lot of money in advertising.
Another important aspect of Samsung’s strategy that was revealed is the fact that the company wanted to “drive consumer pull” by understanding why customers buy Apple. Thus, they would be able to develop countermeasures in the carrier and retail environment. And if we look at the recent flagship devices Samsung has put on the market, we clearly see that they’ve been mimicking a lot from Apple’s iPhones, when they should instead focus on developing their own innovations.