More corporate secrets continue to see the light of day as the Apple v. Samsung trial continues along its merry way. It seems that Samsung had a few concerns about launching attack ads against Apple, who in addition to being a competitor, was also a customer. Samsung apparently wanted Google to do their dirty work for them.
9to5Mac reports that the CEO of Samsung Telecommunications America, Dale Sohn, emailed his chief marketing officer to ask:
“As you have shared previously, we are unable to battle [Apple] directly in our marketing. If it continues to be Samsung’s position to avoid attacking Apple given its status as as a large customer, can we go to Google to ask them to launch a campaign against Apple based on the many better Android products available in the market for Q4?”
Sohn viewed the launch of the iPhone 5 as a “tsunami. (Via The Verge):
“As you know, there will be a tsunami when iPhone 5 is coming. This will be happening sometime in September or October,” Sohn warned in a message dated June 5, 2012. “According to CEO’s direction, we have to set up a counter plan to neutralize this tsunami,” he added, referring to JK Shin, the head of Samsung’s mobile business.
As we know, Samsung was able to overcome its initial misgivings about directly attacking Apple, as its “Next Big Thing” ads continually mock both Apple’s products and even its users.