Another day, another confidential document disclosed in the ongoing Samsung-Apple legal proceedings, but this time what was produced may be the most controversial yet.
In an AppleInsider report on April 16th, regarding emails brought forth as part of the legal proceedings, Samsung’s Vice President Michael Pennington decided, after mere days of Steve Jobs’ death, that it was the perfect time to go for a more aggressive marketing approach against the then-just-launched iPhone 4s and iOS 5.
It was these written statements by Pennington that spurred that seemingly ruthless change of strategy:
“Unfortunately, Steve Job's [sic] passing has led to a huge wave of press coverage of Apple's and iPhone's 'superiority,' all created by the 'passionate, tireless, perfectionist...What consumer wouldn't feel great about purchasing a device developed by such a person. Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone," Pennington had written.
As a consequence, these statements actually initiated Samsung’s Chief Marketing Officer Todd Pendleton to leverage the ease in which to switch to Android by deeply debunking Apple’s ecosystem and services, with personalization features in Android as the primary benefit boasted.
Certainly, it is seen how, as far as Samsung’s marketing is concerned, there is no tactic a company cannot pursue in the quest for product superiority.
Source:
Samsung email targeted Steve Jobs' death as "our best opportunity to attack iPhone"
