2017.“Help them and be open”: Brian Wallace, interview by the author, September 28,
2016.
“They were accused of bribing”: Kovach, “How Samsung Won and Then Lost.”
Pendleton managed to keep his head: Former Galaxy marketer, interview by the
author, October 23, 2017.
The auditors found nothing out: Kovach, “How Samsung Won and Then Lost.”
feeling of being under attack: Four Galaxy marketers, interviews by the author,
February 2015–January 2017.
seventy million online views: Lev-Ram, “Samsung’s Road to Global Domination.”
“Samsung, the market leader in smartphones”: Ian Sherr and Evan Ramstad, “Has
Apple Lost Its Cool to Samsung?” The Wall Street Journal, January 28, 2013,
https://www.wsj.com/articles/
SB10001424127887323854904578264090074879024.
The article riveted the tech industry: Kovach, “How Samsung Won and Then Lost.”
He had a new $15 million ad-libbed: Jason Evangelho, “With Hilarious 2-Minute
Super Bowl Ad, Samsung Steals Cool Factor from Apple,” Forbes, February
3, 2013, https://www.forbes.com/sites/jasonevangelho/2013/02/03/with-
hilarious-2-minute-super-bowl-ad-samsung-officially-steals-cool-factor-from-
apple/#130b5461326a.
“We actually can’t say”: “New Samsung Commercial Mocks Apple Lawsuits in
SuperBowl Teaser Ad Feat. Odenkirk, Rudd & Rogen,” posted by YouTube
user Zef Cat on February 1, 2013, https://www.youtube.com/watch?
v=vf2xRupwzoA.
“a barrage of not-so-subtle jabs”: Evangelho, “With Hilarious 2-Minute Super Bowl
Ad.”
“We have a lot of work”: Daisuke Wakabayashi, “Apple Considered Firing
Longtime Ad Agency TBWA,” The Wall Street Journal, April 4, 2014,
https://www.wsj.com/articles/apple-considered-firing-longtime-ad-agency-
1396647347.
“We feel it too and it hurts”: Zac Hall, “Internal Emails Reveal Phil Schiller
Shocked by Response from Apple’s Ad Agency over Marketing Direction,”
9to5Mac, April 7, 2014, https://9to5mac.com/2014/04/07/internal-emails-
reveal-phil-schiller-shocked-by-response-from-apples-ad-agency-over-
marketing-direction/.
“To come back and suggest”: Ibid.
“Consumers want what we don’t have”: “FY’14 Planning Offsite” (Defendant’s
Exhibit No. 413.001), Apple vs. Samsung Electronics, case no. 12-CV-00630-
LHK (U.S. District Court, Northern District of California, San Jose Division,
2011), http://cdn3.vox-cdn.com/assets/4244447/DX-413.pdf.