“Apple Inc marketing chief Phil Schiller told a jam-packed courtroom on Friday that Apple’s strategy in maintaining its market momentum is to “make the product the biggest and clearest thing in advertising,” Poornima Gupta and Dan Levine report for Reuters.
“The 15-year Apple veteran told the jury the company has spent a total of about $647 million on advertising for the iPhone, launched in 2007, and over $457 million for the two-year-old iPad,” Gupta and Levine report. “Dressed in a dark suit and yellow tie, Schiller – who favors blue jeans and is one of a handful of executives reporting directly to CEO Tim Cook – said Samsung’s copying of Apple’s designs has hurt its sales and disrupted its marketing. ‘I was pretty shocked at the appearance of the Galaxy S phone and the extent it appeared to copy Apple products,’ he told the jury, adding that he was even more shocked when he saw the Galaxy tab. ‘I thought they’ve done it again, they’re just going to copy our whole product line.'”
Gupta and Levine report, “Apple fans, investors and rivals are getting a rare glimpse into the zealously guarded internal processes at a company that has won respect in the industry not just for its products but also its marketing savvy and streamline supply chain operation. Schiller, continuing his testimony from Tuesday, had described the ‘Apple New Product Process’ blueprint, or ANPP internally, that the company follows when launching products.”
Read more in the full article here.