As if there were any shades of doubt previously, we can now confirm that Samsung's paramount priority is to defeat Apple in business.
Internal communications and related documents entered into evidence in the seemingly endless patent-infringement battles waged between Apple and Samsung confirm that which we have long suspected.
“Beating Apple is #1 Priority (everything must be context of beating Apple),” one Samsung document reads. The internal writing outlined the South Korean tech giant's "high-level initiatives" for 2012.
But other docs reveal Apple's sense of urgency with regard to increased competition as well. An email observed by The Wall Street Journal revealed Apple Senior Vice President of Worldwide Marketing Philip Schiller's take on Samsung. Samsung, he expressed, is like “an athlete who can’t miss because they are in a zone while we struggle to make a compelling brief. … Something drastic has to change.”
Under a bullet point titled “Greatly increased Galaxy Branding (follow examples of other subsidiaries),” Samsung once again referenced its heated sales competition with its Cupertino, California-based rival. “Drive consumer pull: customers walk into stores asking for Samsung; understand why consumers buy Apple and develop countermeasures by carrier/retailer,” Samsung wrote.
Source: Wall St. Cheat Sheet
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