A second trial between Apple and Samsung was already in the works.
Samsung took home some legal victories as well in the UK, Japan, and
South Korea.
—
ON THE MORNING OF September 12, 2012, Apple CEO Tim Cook took the
stage in Cupertino for his first product launch as successor to the late Steve
Jobs.
“Today we’re taking it to the next level,” he said. After years of waiting
to deliver something dramatically new, Apple was releasing the iPhone 5.
A few hundred miles south in Los Angeles, Pendleton and the team
were camped out in a war room at a Wolfgang Puck restaurant in Los
Angeles, huddling around tables with laptops and TV screens, monitoring
social-media reactions to Cook’s remarks on each new feature. Headphone
jacks, new software, the size of the screen—the marketing team compiled
the responses.
“As the data flowed in,” reported Fortune’s Michal Lev-Ram, “writers
from the company’s advertising agency”—72andSunny—“who were also
camped out in the restaurant turned war room, scrambled to craft a
response.”
As Cook stepped off the stage two hours later, Pendleton was already
getting ready for the next barrage in the Apple-Samsung marketing wars.
He shot his next commercial in a rapid-fire manner; it was quickly ad-
libbed by the actors, with their talking points pulled from social-media
chatter on Tim Cook’s iPhone launch, intending to satirize each feature.
One week later, on September 19, the commercial was aired. It tried to
steal the show by beating Apple’s release date for the iPhone 5, which took
place two days later, on September 21.
In the commercial, the Apple herd is once again waiting in all-night
lines stretching around street corners in Chicago and San Francisco and
New York, jabbering about this or that rumored feature in the coming
launch.
“The headphone jack is going to be on the bottom!”
“I heard the connector is all digital. What does that even mean?”
“I heard you have to have an adaptor to use the dock on the new one,”
one guy complains.