Samsung Memo Sees Execs Target iPhone User Experience

In the legal battle between Apple and Samsung, the latter's fate rests on how much it can claim it never needed or wanted to plagiarise. But after reading memos like these, that may be harder to buy. Let us know what you think.

AllThingsD relays some highly internal documents recently squeezed out of Samsung in court -- and they are an absolute nightmare for the company. Publicly, Samsung says it never copied the iPhone. But from one exec to another?

I hear things like this: Let's make something like the iPhone.

When everybody (both consumers and the industry) talk about UX, they weigh it against the iPhone. The iPhone has become the standard. That's how things are already.

Do you know how difficult the Omnia is to use? When you compare the 2007 version of the iPhone with our current Omnia, can you honestly say the Omnia is better? If you compare the UX with the iPhone, it's a difference between Heaven and Earth.

Influential figures outside the company come across the iPhone, and they point out that "Samsung is dozing off."

It's a crisis of design.

The world is changing, and the flow of change isn't something that you can have come back again by going against the flow.

You can read the memo in its entirety below.

Hold On A Second

Of course, the image at the top of this story is Apple's slanted view of history.

When you talk about full panel touchscreens and icon rows, you need to mention devices like the LG KE850 Prada (see video on the right). Sony's pre-iPhone touchscreen phone prototype also comes to mind. The Prada started showing up on tech sites in December 2006 (even winning the iF Design Award in September) and was officially announced on January 18, 2007. Steve Jobs unveiled Apple's original iPhone on January 9, 2007.

- It's likely Samsung was equally watching its Korean rival. - Apple recently claimed this 2005 iPhone prototype proves it didn't copy Sony.

The Apple vs. Samsung court case continues. [AllThingsD]



    I see no evidence of an intent to plagiarise. Apple showed a possible direction and others chose to go in a similar direction. What is a smart phone today but one where the buttons are mostly integrated into the screen?

      Of course, but you've missed the point. The court debate (unfortunately) is now about who most inspired that direction, and if Samsung directly lifted from Apple. My 2 cents: There seems to be enough blame on all sides to go around. :/

        Beyond some of the wonderful touch UI in iOS (and some of which is awful) today's smart phones are a logical progression on what existed before - evolutionary rather than revolutionary. That is, I doubt anyone should claim to "own" it.

    As much as the Galaxy S devices are great phones my biggest complaint was that the software felt too much like iOS... to be an influence on the market you need to stand out, not be a lemming!

      Are you serious, the software? Its full screen touch devices powered by Android, how different can they get? Pretty sure Motorola and sony should be dragged into the case and whipped for using a square icons

        Dude, I understand the difference between iOS and Android it doesn't take a rocket scientist to understand they are two different things...

        But if you take a close look at Samsungs earlier Android builds particularly on the original Galaxy S the whole things just screamed "I'm trying to be like an iPhone", the icons had a very iOS feel, the layout of the apps pages felt just like iOS. It just felt too much like Samsung we're trying to borrow from Apples success.

          But unfortunately people dont get it, Martin.

    nokia would have them all in the bag if this was the case- I can remember seeing a prototype advert in the 90's about the future of phones- does anyone else remember this advert? (we're talking before we even had colour screen phones...

      That's actually been mentioned in the case I think. They never patented it something or other,

    You know what, I'm sick all this bull sh!t. We, the consumer, are not going to benefit from this. Galaxy s2 is a massive phone. It's not smaller like the iPhone. There is a big logo of Samsung on both sides of the device, and pretty £ucking hard to miss.
    If there was anything someone could yell in this court case, its that they're fighting over the look of a curved edged rectangle. God dammit A GOOD LINK

    It's unfortunate that choices that are essentially industry standards by now are causing so much trouble. Imagine if whoever made the first qwerty keyboard sued other keyboard manufacturers, who was then sued by whoever designed qwerty...

      qwerty was around before keyboards my friend... looong before.

    sigh, sure is compelling evidence

    If Samsung's phones are copies of iPhones then iPhones are just copies of the early Windows Mobiles from 10+ years ago, and those are based on that really old one that I cant recall the name of. Apple really shouldn't be throwing stones, if they cant handle the competition (which as an iPhone 4 user envious of the SGS3 they don't seem to be able to do) they should invest their wealth in getting some new blood that can.

    Windows mobile uses square icons. Yet they look different to iOS. The whole user experience is markedly different to iOS.

    If square icons like in iOS are the evolutionary progression of ALL smart phones then how was Microsoft able to use the square icon, make it look different AND give a different user experience?

    Heck I wouldn't mind seeing a smartphone with spherical icons. Make them revolve and you can take my money!!!

    It's obvious samsung were copying the iPhone as its cheaper to copy than to innovate. Show me something samsung have innovated that didn't originate from the mind of somebody else. Why didn't they just licence the patents and move on? Greed, thats why. I hope they pay the biggest penalty, then they'll learn to design and innovate on their own. That's when we'll have real competition and a race for the best products, and not just knock offs.

      Hmm, lets see.
      Did Apple invent icons? No, Xerox did that.
      Did Apple invent smart phones? No, Nokia et al did that.
      Did Apple invent touch screens? No.
      Did Apple invent rectangle phones with rounded corners? No.
      You say that Samsung copied the iPhone yet the S2 and the S3 are clearly different ie. better.

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