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Internal Apple memo: ‘We do this to delight our customers, not for competitors to flagrantly copy’

Apple (AAPL) on Friday scored what could end up being a major victory over rival Samsung (005930) if the South Korean company isn’t able to reverse the ruling during its appeal. Following the jury’s decision, Apple CEO Tim Cook sent an email to Apple’s entire staff to congratulate them on the win and to tell them he is “very proud of the work that each of you do.” Here is Cook’s note in its entirety:

Today was an important day for Apple and for innovators everywhere.

Many of you have been closely following the trial against Samsung in San Jose for the past few weeks. We chose legal action very reluctantly and only after repeatedly asking Samsung to stop copying our work. For us this lawsuit has always been about something much more important than patents or money. It’s about values. We value originality and innovation and pour our lives into making the best products on earth. And we do this to delight our customers, not for competitors to flagrantly copy.

We owe a debt of gratitude to the jury who invested their time in listening to our story. We were thrilled to finally have the opportunity to tell it. The mountain of evidence presented during the trial showed that Samsung’s copying went far deeper than we knew.

The jury has now spoken. We applaud them for finding Samsung’s behavior willful and for sending a loud and clear message that stealing isn’t right.

I am very proud of the work that each of you do.

Today, values have won and I hope the whole world listens.


The email was first published by 9to5Mac. Samsung on Friday was found to have willfully infringed on Apple’s technology and design patents, and was ordered to pay nearly $1.05 billion in damages. Samsung plans to appeal the decision.


Zach Epstein

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.