It’s no secret that Apple and Samsung, two of the biggest and best smartphone makers, are bitter enemies in the competitive smartphone world. Over the years, both tech giants have left no stone unturned in filing lawsuits against each other over copying of design and software features and patent infringement.
Now, in celebration of the iPhone’s 15th anniversary, Apple Marketing Chief Greg Joswaik has called Samsung smartphones a “bad copy” of the iPhone in a recently released documentary made by The Wall Street Journal (via MacRumors).
The first Apple iPhone went on sale on June 29, 2007. The 21-minute documentary features journalist Joanna Stern interviews current and former Apple executives, including Joswiak, and looks back on the iPhone’s 15-year journey.
In one of the interview segments, when Joswiak was asked how Android OEMs, especially Samsung, which produced smartphones with significantly larger display years, affected Apple in the early days of the iPhone, he called them “annoying.”
“She [Samsung] were annoying,” he said. “And they were annoying because, as you know, they stole our technology. They took the innovations we made and made a bad copy of it, and just put a bigger screen around it. So yeah, we weren’t too happy.”
It seems that Joswaik was referring to the Galaxy S and Galaxy Note series launched by Samsung in early 2010, which were branded as iPhone rip-offs for copying the physical home button at the bottom and a display above it.
When Steve Jobs, co-founder of Apple, was asked about larger screen phones from companies like Samsung, he said “you can’t get around it” and that “nobody is going to buy that.” By 2013, Samsung had carved out a market for itself by offering smartphones with large screen displays, prompting Apple to reconsider its decision as sales slowed.
Despite Jobs’ glaring distaste for larger phones, the Cupertino giant eventually released its first major smartphones in 2014, the 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus, which later became the best-selling iPhone models ever. became. Currently, Apple’s iPhone 13 Pro Max is one of the largest and heaviest smartphones in the industry.
In 2011, Apple sued Samsung for copying the iPhone’s design and was initially awarded $1 billion in damages, but the amount was reduced in a subsequent retrial. The two then resolved the dispute in 2018, with Apple making the following statement:
We believe deeply in the value of design and our teams work tirelessly to create innovative products that delight our customers. This case was always about more than money. Apple unleashed the smartphone revolution with iPhone and the fact is that Samsung has blatantly copied our design. It’s important that we continue to protect the hard work and innovation of so many people at Apple.
We are grateful to the jury for their service and are pleased that they agree that Samsung should pay for copying our products.
You can watch the full documentary at The Wall Street Journal‘s web site.