During the second patent infringement trial between Apple and Samsung a lot of secret documents have been brought to the limelight. These documents provide insight about how the companies worked to dent each other in the ever competitive global market. A new document has been revealed this week, also as part of the trial, which shows that a senior executive in the company thought Steve Jobs’ death was the “best opportunity” to run an attack campaign against the iPhone.
Samsung often takes swipes at Apple products and customers in its ad campaigns. It has stuck with this approach for the last couple of years. The document is part of an ongoing email chain back in 2011. In it, head of national sales for Samsung Telecommunications America Michael Pennington offers his views on Jobs’ death and the company’s response.
There’s no denying that Jobs’ passing led to widespread media coverage, which also included in the iPhone, since it was believed to be one of the best products spearheaded by the Apple co-founder. Pennington called this “an unintended benefit for Apple” in the email, adding that the coverage was aiding perception that “Apple products are superior, since Jobs’ (sic) was such a visionary and perfectionist.” He also wrote that this was Samsung’s “best opportunity to attack iPhone.”
It would be unfair to think that Samsung wouldn’t have wanted to capitalize on the opportunity. Sure, Jobs’ passing was an unfortunate event, but in the cutthroat world of business there’s hardly any room for niceties. Its just business.