Last evening a post from Apple Insider portrayed how internal Samsung emails unearthed in the ongoing patent infringement lawsuit between Apple and Samsung indicated that Samsung decided to attack Apple after Steve Jobs died. The post was widely reported (us included) globally but a careful reading of the mail trail points out that it was the inaction by Google to defend its Android hardware makers against Apple’s iPhone that prompted Samsung to take matters into its own hands rather than the death of Steve Jobs. Also Read - Apple iPhone 12 price: You may get it at this cost, thanks to OLED display and 5G connectivity
Samsung executive Michael Pennington sent out the first mail that showed how Samsung’s Galaxy S II had better hardware than the iPhone 4S but Samsung wasn’t really going after Apple in its marketing. The email hints Samsung’s hesitation to directly go after Apple because the latter was its “large customer” – Samsung’s semiconductor division manufactured the processors that went into Apple’s devices like the iPhone, iPad and iPod, among other components. Also Read - Samsung Galaxy M51 review: Monstrous battery life, great display
Pennington urges that if Samsung cannot go directly after Apple, then Google should do it at its behest and that Samsung could share the costs if the marketing campaign places its products prominently. The idea was that the iPhone 4S had disappointed many buyers as it didn’t provide any significant upgrade. He underscores his point in another mail, where he points out that Apple was not considering Samsung’s hardware as a competitor but focusing on the user experience which paints Google as a target. Also Read - Samsung Exynos 1000 may outperform Qualcomm's Snapdragon 875 SoC
However, Google too considered Apple as a significant partner, having its search engine set as the default on the iPhone’s Safari browser. But Pennington points out an article that says Google should be worried as Siri might take over as a search engine.
It is in this mail that he mentions how Steve Jobs’ passing away had created a euphoria around the iPhone 4S. He then points out that this would be the best time to attack Apple, which got linked to his preceding statement about Jobs’ death. However, if one were to link that statement to the original hardware comparison between the Galaxy S II and the iPhone 4S in the first mail and the ad spot that eventually came out, it makes all the sense.
Check out the copy of the internal Samsun emails courtesy WSJ and the anti-Apple ad spot that Samsung finally aired.