Schiller, Forstall, and ‘Fight Club’: day three of Apple v. Samsung

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While the last few days have been filled with theatrics from the Apple v. Samsung legal teams, today we got back to the two sides explaining their cases before the nine-person jury. Phil Schiller was up first, and walked the courtroom through the impetus for the original iPhone in 2004 — “We realized at the time that some phones weren’t any good as entertainment devices,” he said — as well as the success the smartphone had upon launch. In fact, after a few years the iPhone became so successful that the company had a simple shorthand for estimating sales of the newest version: “Each new generation sold approximately equal to all previous generations combined.”

Pivoting to advertising expenditures, Schiller then outlined the company’s…

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