APPLE VS.

SAMSUNG
PATENT WAR
A C A S E S T U DY P E R F O R M E D BY

B A Q U IR A N , M A R V IN JO H N A .
B EL A N O, C H R IST O P H ER G .
C A B R A D IL L A , IA N C A R LO D.
C A IM O L , ER IC A LO R EY N C .
C E R R O, JO R EN A .

Executive Summary
Apple sued Samsung for copying its product ideas.
38-page suit filed by Apple in the U.S. District Court
of Northern California states.
Copied look, product design and packaging
Galaxy S,Galaxy S II,NexusS etc.

 Apple files first:Apple Inc.

Electronics Co. in April 1st, 2011.

sued

Samsung

Apples design, utility patents:Apple is claiming

that Samsung infringed four industrial design
patents, covering the look and feel of the devices,
and three utility patents, which cover how the
gadgets work.
Patent Numbers:At issue are Apples design
patents 677 and 087, which cover iPhone designs;
889, which covers the design of the iPad; and 305,
which covers the iPhone graphical user interface.

 Samsungs turn:Samsung, the worlds largest

maker of smart phones, countersued Apple in June
2011, saying that Apple infringes on several of its
patents having to do with wireless communications
technology and camera phones.

Introduction
Article I Section 8 of U.S. Constitution
To promote the Progress of Science and useful Arts,
by securing for limited Times to Authors and
Inventors the exclusive Right to their respective
Writings and Discoveries
Along the quest to be a major influence within the
mobile market lead to clashes between different
companies products in the form of intellectual
property infringement.

Body (Key Issues)

Steve Jobs warned Samsung
litigation in June 2010.

about

potential

Apple is suing its rival for damages amounting to $2

billion (1.2 billion) for infringement of copyright.
Apple is also said to be trying to hire battery experts
from Samsung, possibly for work on the rumored
Apple Car.

Body (Assumptions)

Based with the Survey on Consumers perspective

Body (Assumptions)

Based with the Survey on Consumers perspective

Body (Data Analysis)

From the data collected, it can be seen that more
people from different parts of the world prefer
Samsung over Apple amidst their on-going
smartphone war.

Body (Data Analysis)

Philippines is now considered the fastest-growing
market for smartphones in Southeast Asia, and
there are several factors why Samsung is preferred
by most of the Filipinos.
Filipinos are social
Filipinos care more about use than looks
Filipinos prefer Samsungs affordability over Apple

Body (Data Analysis)

Patent 163: Tap to zoom. tap a touch screen to
enlarge and center portions of Web page, photo, or
document.

Body (Data Analysis)

Patent 915: Pinch to zoom distinguishing between
a single-touch scroll operation and a multi-touch
pinch-to-zoom operation.

Body (Data Analysis)

Patent 381: Bounce Back Scroll functionality.

Body (Data Analysis)

D'677 patent: Switching to hardware, D '677
relates to the front face of an electronic device, as
embodied by theiPhone.

Body (Data Analysis)

D'087 patent: Similar to D '677, the D '087 patent
concerns the general outline or "ornamental" design
of a phone.

Body (Data Analysis)

D '305 patent : Jumping to the user interface, the
D '305 patent centers on a grid of rounded square
icons against a black background.

Body (Data Analysis)

Samsung devices accused by Apple

Body (Data Analysis)

Apple devices accused by Samsung

Body (Preferred
Alternatives)
Legal Actions
Licensing Agreement
Design Settlement
Improved Innovation Strategy

Body (Decision Criteria)

Negotiated Settlement
Lawsuit

Body (Justification/Outcome)
Samsung Electronics' flagship Galaxy Smartphone
looks very similar to Apple's iPhone.
Jury had found Samsung
Apples design patent.

guilty of infringing on

Come in favor of Apple in the U.S and Samsung was

ordered to pay $1.049 Billion.
All of Samsungs claims were rejected.

Body (Justification/Outcome)

Conclusion
The Apple vs. Samsung case was more than Apple
simply protecting its intellectual property for the
iPhone, iPad, etc.
The Apple vs. Samsung case is a true example of
litigation being used as a business strategy;
attacking competitors financially, making their
designs illegal and the ability to attempt to limit
their products on the market through injunctions
constitutes careful strategy.