Apple marketing executive says Samsung hurt iPhone, iPad demand

Apple marketing executive says Samsung hurt iPhone, iPad demand

SAN JOSE - A top Apple Inc executive testified on Friday that Samsung Electronics Co Ltd undermined his company's marketing efforts, reputation and business by selling devices that copied the iPhone and iPad.

Apple marketing chief Phil Schiller appeared as a witness during a damages retrial between the two companies in a San Jose, California, federal court. Schiller also denied that Apple launched the iPad mini as a response to competition in the tablet market, saying Apple was merely trying to make a better product.

"Its much harder to create demand and people question our innovation and design skills like people never used to,"Schiller said, adding that Samsung, "weakened the world view of Apple as this great designer and innovator."

Apple and Samsung are engaged in global litigation over each other's patents. Last year, Apple was awarded over US$1 billion (S$1.25 billion) after it convinced a jury Samsung copied iPhone features, such as using fingers to pinch and zoom on the screen, along with design touches such as the phone's flat, black glass screen.

However, in March US District Judge Lucy Koh ordered a retrial on about $400 million in damages, ruling that the previous jury made some errors in its calculations. Samsung manufactures phones that use the Android operating system, which is developed by Google Inc.

Apple argued Samsung should pay US$379.8 million for violating five patents on the iPhone. Samsung said Samsung should only have to pay about US$52.7 million.

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