hitting $5.9 billion, a 79 percent increase: Richard Lawler, “Samsung’s Q2 2012
Earnings Show $5.86 Billion Operating Profit, That’s a Lot of Galaxy S IIIs,”
Engadget, July 26, 2012, https://www.engadget.com/2012/07/26/samsungs-q2-
2012-earnings-record-profit/.
seven hundred highly technical questions: Nilay Patel, “Apple vs. Samsung: Inside a
Jury’s Nightmare,” The Verge, August 23, 2012, https://www.theverge.com/
2012/8/23/3260463/apple-samsung-jury-verdict-form-nightmare.
“We wanted to make sure”: Dan Levine, “Jury Didn’t Want to Let Samsung Off
Easy in Apple Trial: Foreman,” Reuters, August 25, 2012,
https://www.reuters.com/article/us-apple-samsung-juror/jury-didnt-want-to-
let-samsung-off-easy-in-apple-trial-foreman-idUSBRE87O09U20120825.
“Unless you’re smoking crack”: Deborah Netburn, “Judge Koh Snaps at Apple
Lawyer, Asks if He’s on Crack,” Los Angeles Times, August 16, 2012,
https://www.latimes.com/business/la-xpm-2012-aug-16-la-fi-tn-apple-lawyer-
smoking-crack-20120816-story.html.
She later decided that: Christina Bonnington, “Judge Calls for New Trial in Apple v.
Samsung, Slashes Apple’s Award by 40 Percent,” Wired, March 1, 2013,
https://www.wired.com/2013/03/koh-slashes-apple-damages/.
A second trial between: Bonnington, “Judge Calls for New Trial.”
Samsung took home some legal victories: Charles Arthur, “Samsung Galaxy Tab
‘Does Not Copy Apple’s Designs,’ ” The Guardian, October 18, 2012,
https://www.theguardian.com/technology/2012/oct/18/samsung-galaxy-tab-
apple-ipad; Associated Press, “Samsung Wins Korean Battle in Apple Patent
War,” August 24, 2012, https://www.cbc.ca/news/business/samsung-wins-
korean-battle-in-apple-patent-war-1.1153862; Mari Saito and Maki Shiraki,
“Samsung Triumphs over Apple in Japan Patent Case,” Reuters, August 31,
2012, https://in.reuters.com/article/us-apple-samsung-japan/samsung-wins-
over-apple-in-japan-patent-case-idINBRE87U05R20120831.
“Today we’re taking it”: Apple Inc., “Apple Special Event 2012—iPhone 5
Introduction,” posted by YouTube user the unofficial AppleKeynotes channel
on September 14, 2012, https://www.youtube.com/watch?
v=82dwZYw2M00&t=911s.
“As the data flowed in”: Michal Lev-Ram, “Samsung’s Road to Global
Domination,” Fortune, January 22, 2013, http://fortune.com/2013/01/22/
samsungs-road-to-global-domination/.
talking points pulled from social-media: Lev-Ram, “Samsung’s Road to Global
Domination.”
“The headphone jack is going”: Samsung Electronics, “Samsung Galaxy S3 Ad: The
Next Big Thing Is Already Here,” posted by YouTube user DYP WWI on
September 19, 2012, https://www.youtube.com/watch?v=NgOA7qqDQbE.
a man named Ji: Former Galaxy marketer, interview by the author, January 10,