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132-page internal document shows how Samsung set out to copy the iPhone pixel by pixel

Zach Epstein
August 8th, 2012 at 10:45 AM

An internal memo from February 2010 emerged in the Apple (AAPL) vs. Samsung (005930) trial on Monday that was fairly damaging to Samsung’s case. In the memo, mobile boss JK Shin expressed outrage at how far Samsung’s user experience had fallen behind even Apple’s first iPhone, which was already three years old at that time. The difference between the iPhone’s UX and Samsung’s devices was like “Heaven and Earth,” Shin wrote repeatedly.

One month after that memo was sent, Samsung assembled a massive 132-slide report comparing the iPhone’s user interface to Samsung Galaxy interface, and it detailed hundreds of ways that Samsung devices should be more like Apple’s. “In short, the evaluation report makes the case that the Galaxy (identified here as the “S1″) would be better if it behaved more like the iPhone and featured a similar user interface,” explained John Paczkowski and Ina Fried of AllThingsD.

The internal report was presented by Apple attorneys on Tuesday afternoon, and considering the basis of the company’s case is that Samsung pivoted in 2010 and shifted its product line to “blatantly copy” Apple’s iPhone and iPad, this is certainly one of the most damning pieces of evidence we’ve seen so far.

The document is embedded below in its entirety.

Zach Epstein

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.




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