''Consumers want what we don't have'' from Apple-Samsung patent trial

Thanks to the current Apple-Samsung patent trial, some internal documents from both sides have been released during the discovery process. Dated last April, and used during an internal Apple meeting, one set of documents showed how smartphone demand was high for cheap devices, and large-screened models. The title of the slide? "Consumers want what we don't have." 
Another interesting document that has been floating around since the beginning of the trial, is an email from Apple marketing head Phil Schiller to Apple's ad agency. In the letter, he praises Samsung's 2013 Super Bowl ad  and writes, "I watched the Samsung pre-superbowl ad that launched today. It’s pretty good and I can’t help but think ‘these guys are feeling it’ (like an athlete who can’t miss because they are in a zone) while we struggle to nail a compelling brief on iPhone. That’s sad because we have much better products." Samsung documents released for the patent trial also display some interesting information as well. For example, Samsung internal documents from 2008 say that trying to compete with the iPhone on hardware "is a loosing [sic] proposition for direct iPhone competition." A 2009 internal Samsung document said that the slide-to-unlock feature on the iPhone was more fun than the one on Samsung devices. Another memo the next year said that the very same "slide-to-unlock" tool was more reliable on the iPhone than on Samsung units. 


source: Scribd via Recode, Engadget