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It’s a giant fuckin’ phone that Steve Jobs made fun of. “I am talking to you on a phone right now that Apple just copied,” Brian Wallace, Samsung’s former vice president for strategic marketing, told me years later. Samsung’s management team didn’t take Jobs’ attack lightly. He also blatantly mocked Samsung and other competitors, calling their larger phones “Hummers.” “No one’s going to buy that,” he said at a press conference in July 2010. “We are going to patent it all,” Jobs once said.
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Samsung executives felt Apple was trying to create a monopoly with generic patents like the iPad’s black rounded rectangle shape, a patent so silly that a court threw it out.
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Samsung quickly countersued for infringement of five patents relating to its wireless and data transmission technology. In April 2011, Apple filed multiple lawsuits, spanning dozens of countries, against Samsung for patent infringement. Since Apple was copying Samsung’s patents, they argued, Apple had to pay Samsung. In the end, Samsung’s lawyers reversed the offer. Justin Sullivan/Getty Images (left) Simon Dawson/Bloomberg Right: Chang-Gyu Hwang speaks at the Mobile World Congress in Barcelona in March 2015. Left: Steve Jobs unveils the new iPhone 4 at an Apple conference in June 2010. Tim Cook, as Apple’s supply chain expert, was wary of endangering the relationship with a supplier that Apple depended on.
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Samsung was the Apple iPhone chip supplier that dared to compete directly against Apple by making a similar-looking smartphone, and with the Android operating system, which Jobs abhorred. As he told biographer Walter Isaacson, he wanted to launch “thermonuclear war” on Android, the operating system used in Samsung phones. Jobs was livid when Samsung released its smartphone in 2009. They would go from supplier to competitor. With that, Samsung had a launchpad from which to eventually get into smartphones, when they came out. “It was the moment that marked the beginning of our dominance in the U.S. He agreed to make Samsung the sole supplier of flash memory for the iPod. “This is exactly what I wanted,” Jobs said of Samsung’s flash memory, according to Hwang. And Samsung was one of few companies that could guarantee a rock-solid supply. His pitch? Flash memory was a much more lightweight and efficient storage device than the traditional hard disk. In the course of their meeting, he pulled out the NAND flash memory, as it was called, and put it on the table. “I met him with the solution to Apple’s life-or-death problem hidden deep in my pocket,” Hwang wrote.