Holes being poked into Apple’s evidence in the lawsuit by Samsung.
Apple has spent a lot of money on expert witnesses and has been pulling out any study they can find to support their case. One in particular involves a study as being reported by Josh Lowensohn over at CNet from a survey conducted back in 2010. In that study, Apple was trying to show that people were confused by the Galaxy phones from Samsung between the iPhone and Samsung phones. In reality, they were trying to manipulate the study to make things look better for themselves.
The chart here is from the trial documents as shown by CNet and the first item clearly shows that 48% of those surveyed wanted to stay with their current carrier. That is the reason they bought an Android phone. From a sales perspective, this could be considered as an opportunity for Apple. But as an item for trial, this helps Samsung. At the time of the survey, the only place you could purchase the iPhone was through AT&T. You could not purchase it at any other wireless carrier in the US as there was an exclusive deal. With Apple saying that people were confused and thought they were buying an iPhone, it makes it much harder to believe. Everyone knew that the only place you could purchase the iPhone was at an Apple Store or through AT&T. There is no confusion there, even though Apple would like you to believe there was that confusion in the minds of consumers.
The even bigger item in the survey back in 2010 which Apple apparently has chosen to ignore up to this point in time is the 30% number where people wanted a larger screen. That is the reason for some to buy an Android over the iPhone. And given the larger screen sizes which Samsung has been providing in recent years, they are catering to the market in order to gain sales. These revelations from court documents is breaking down that wall of secrecy which Apple has enjoyed for years. And there are probably many more items like this which are going to come out showing the internal workings of Apple and how they have been doing things over the past 5 years.
Based on the revelations which are coming out in court documents, Apple is going to lose far more than anything they might gain from this case. Exposing some of the inner workings and how they go about marketing produts is big news. Exposure on how much they have been spending on advertising for the iPhone is something they have tried to keep hidden from the public. All that is coming out for all to see and know. The cost to Apple cannot be measured for this kind of exposure.