The seemingly tempestuous relationship from two of the biggest manufacturers of consumer electronics in the world, Apple and Samsung, has been raging since Jobs declared ‘thermonuclear war’ against Android. Apple says Samsung is a lousy, plundering copycat. Samsung says Apple should probably chill out about rectangles. But what is the public hearing? Advertising.
The more these two industry giants slog it out in the courts the more mainstream media, along with the technology press, publishes the statements which have said, time after time, Samsung did this, Apple said that, Apple denied this, Samsung defended that. What is common among all of them is they are discussing the most popular consumer electronics products in the world. We all saw how Apple’s victory in the Australian courts played out for Samsung: the banned Galaxy tab became an enormous hit.
Observe, for example, this Apple riposte published affectionately on Bloomberg, publishing Apple designer Christopher Stringer’s grand entrance – bearded, long haired, wearing a tan suit – into the court where he detailed the loving toil he contributed to the ‘iconic’ iPhone. “We’ve been ripped off, it’s plain to see,” he said. “It’s offensive”. Then there is this story from All Things Digital revealing Samsung’s secret evidence – namely, that the coveted secrets of the oblong were not Apple’s alone. Whichever useless team sections of the public side with, the ‘controversy’ drums up support for grown-up Polly-In-My-Pockets, toys with text messages, telephones with calendars, and lots of money down the line for two monopolising industry giants.
Bigwigs at both would probably like to wipe the floor with each other and gain an impenetrable monopoly. Under the realistic circumstances, this ain’t going to happen: the companies in question have hundreds of millions to chuck at discovering obscure patents, claiming they invented the corner, suing, counter-suing, leaking court details to the press, etc. etc., ad infinitum. Under the realistic circumstances they are locked in a stalemate where the most positive outcome could be, well, excuse us while our tinfoil hats shimmer under the AMOLEDs… Global publicity practically every day of the year.