The spots were called “embarrassing”: Sean Hollister, “Apple’s New Mac Ads Are
Embarrassing,” The Verge, June 28, 2012, https://www.theverge.com/2012/
7/28/3197951/apple-olympic-ads-genius-bar-embarrass.
Apple pulled them: Jim Edwards, “Apple ‘Spends Millions of Dollars on Ads That
Don’t Even Run,” Business Insider, June 11, 2013,
https://www.businessinsider.com/apples-advertising-under-phil-schiller-2013-
6.
In 2013 Apple raised: Spencer E. Ante, “Apple Closes U.S. Ad-Spending Gap with
Samsung,” The Wall Street Journal, April 8, 2014, https://blogs.wsj.com/
digits/2014/04/08/apple-closes-u-s-ad-spending-gap-with-samsung/.
It brought its advertising work: Ann-Christine Diaz and Maureen Morrison, “For
Apple, Marketing Is a Whole New Game,” Ad Age, June 9, 2014,
https://adage.com/article/agency-news/apple-marketing-a-game/293605.
23: THE ECOSYSTEM
“There is no obstacle”: T.J. Kang, interview by the author, January 29, 2016.
“Readers Hub, Video Hub, Music Hub”: Ibid.
“We had a Kindle”: Ibid.
ThinkFree was too small: Eric Lai, “What’s Stopping ThinkFree from Liberating
Businesses from Microsoft Office?” Computerworld, June 15, 2007,
https://www.computerworld.com/article/2541855/what-s-stopping-thinkfree-
from-liberating-businesses-from-microsoft-office-.html.
“I felt that at Samsung”: T.J. Kang, interview by the author, January 29, 2016.
T.J. had been recruited: Ho Soo Lee, interview by the author, September 5, 2016.
Samsung’s Chairman Lee II: Yonhap News Agency, “Lee Kun-hee Espouses
Importance of Software,” JoongAng Korea Daily, August 18, 2011,
http://koreajoongangdaily.joins.com/news/article/article.aspx?aid=2940367.
“They came to the realization”: T.J. Kang, interview by the author, January 29,
2016.
a five-hundred-person group housed in: T.J. Kang, email message to the author,
August 24, 2017.
“to match what Apple was doing”: T.J. Kang, interview by the author, January 29,
2016.
“I very much wanted T.J.”: Ho Soo Lee, interview by the author, September 5,
2016.
“Why don’t you come”: T.J. Kang, interview by the author, January 29, 2016.
“Samsung had eight or nine”: Ibid.
Basic applications like Skype: Joern Esdohr, “Petition: VoIP for Bada!” Joern
