Story image

iDidn't want to sue Samsung

12 Feb 13

A powerful Asian rival entering the market to take on Apple's dominance in the smartphone and tablet industry, it was a nightmare scenario for the late Steve Jobs.

Launching a "thermo-nuclear" legal war to keep clones off the market, Apple's public chasing of Samsung has seen the company win a huge billion dollar legal victory in August last year.

But despite the constant lawsuits across the globe, Apple's current CEO Tim Cook was initially opposed to suing its South Korean rivals.

With the company buying $8 billion worth of product parts from Samsung during 2012, it appears the new man at the helm was justified in his thinking.

Annoying one of your company's main suppliers to the point of worldwide all-out war would not seem wise, but Jobs' determination to make Apple the best saw both firms dragged through the courts.

Yet prior to the lawsuit fall-outs, both companies enjoyed a close relationship, with Apple's operations chief Jeff Williams even acknowledging Samsung's role as an important partner as recently as last month.

Irrelevant of their relationship in the current day however, both companies continue to dominate the tech industry, hoping to fend of potential challengers in BlackBerry and Microsoft in both the tablet and smartphone markets.

Despite their problems, for competitors such as Nokia, Sony, HTC and the rest - they represent a strong duo that will be hard to shift.

Flash:

"Whoever controls flash is going to control this space in consumer electronics," Jobs said in 2005.

With an unstable memory market eight years ago, Apple sought Samsung as a key partner in their attack on the industry - mainly through the flash memory chips needed for upcoming products the iPod shuffle, iPod nano and soon to be released iPhone.

Samsung's strong role in the launch of Apple's new products no doubt helped the firm in their own releases - giving the company a strong indication into the sheer size of the blossoming smartphone market.

But as is common practice in the cut-throat tech industry, Samsung failed to acknowledge Jobs' genius, publicly dismissing the iPhone's success.

"The popularity of iPhone is a mere result of excitement caused by some (Apple) fanatics," said G.S. Choi, Samsung's then president, in 2010.

Behind closed doors however, the company was plotting its attack on the market - leading to complaints from Jobs and Cook about copyright infringements.

After releasing the Galaxy Tab in 2010, Jobs believed Samsung to directly copied his iPad creation despite Cook's best efforts to dissuade his boss that suing a strong supplier would damage relations.

Apple filed a lawsuit in April 2011, with the patent infringement cases spreading across the world like wildfire.

And the rest they say, is history.

Were Apple right to sue Samsung? Tell us your thoughts below

New app conducts background checks on potential tenants
Landlords and house owners need to obtain a tenant’s full name, date of birth, email address, and mobile number in order to conduct the search. And most importantly, they have to get the tenant’s permission first.
GirlBoss wins 2018 YES Emerging Alumni of the Year Award
The people have spoken – GirlBoss CEO and founder Alexia Hilbertidou has been crowned this year’s Young Enterprise Scheme (YES) Emerging Alumni of the Year.
IDC: Standalone VR headset shipments grow 428.6% in 3Q18
The VR headset market returned to growth in 3Q18 after four consecutive quarters of decline and now makes up 97% of the combined market.
Meet Rentbot, the chatbot that can help with tenancy law
If you find yourself in a tricky situation  - or if you just want to understand your rights as a landlord or tenant, you can now turn to a chatbot for help.
PlayerUnknown’s Battlegrounds (PUBG) finally releases on PS4
PUBG on PS4 feels like it’s still in Early Access as the graphics look horribly outdated and the game runs poorly too. 
How AI can fundamentally change the business landscape
“This is an extremely interesting if not pivotal time to discuss how AI is being deployed and leveraged, both in business and at home.”
CERT NZ highlights rise of unauthorised access incidents
“In one case, the attacker gained access and tracked the business’s emails for at least six months. They gathered extensive knowledge of the business’s billing cycles."
Report finds GCSB in compliance with NZ rights
The Inspector-General has given the GCSB its compliance tick of approval for the fourth year in a row.