Samsung, Motorola Put Apple on the Defensive

Posted by · December 9, 2011 3:59 pm

When there’s a bully on campus, it’s usually only a matter of time until that bully’s victims decide to fight back. Quite arguably the bully of the smartphone and tablet markets, Apple has been using its frontrunner position to create as many legal roadblocks as possible for those left in its wake.

The most notable of these battles has been the fierce patent suits Apple has been waging against Samsung for its Galaxy series smartphones and tablets. Another is Apple’s all-out war against Android, which, according to the Wall Street Journal, could deliver a staggering blow to Taiwan-based HTC and other Android smart-phone suppliers.

Unfortunately for Apple, however, this plan seems to be beginning to backfire, on both the legal and marketing fronts.

Taking an unabashed swipe at its legal nemesis in its promotion of the latest Galaxy S smartphone, Samsung made it abundantly clear that Apple was on its list.

“[N]o commercial has ever made me laugh out loud quite like this latest one from Samsung,” wrote TechCrunch’s Jordan Crook.

Take a look:

Though the prospect of taking away loyal Apple users seems like somewhat of a tall order, Samsung is trying its luck to win some over with somewhat of a counterintuitive (though extremely funny) method—making fun of them.

Meanwhile, on another front, Motorola is celebrating a victory of its own. Winning a preliminary injunction against the Ireland-based Apple Sales International, Motorola has successfully delivered a significant blow to the sale of several Apple devices, including the iPhone, iPhone 3G, iPhone 3GS, iPhone 4, iPad 3G and iPad 2 3G.

“The iPhone 4S, though it may be using the same infringing technology,” writes SiliconANGLE’s Mellisa Tolentino, “was not mentioned since the case was filed back in April, months before the device was launched.

Quinn Emanuel, the same American litigation firm that successfully prevented Apple’s attempt to ban Samsung devices in the U.S., is also responsible for this key Android win. Moreover, it’s a win that actually gains power instead of simply preventing the loss of it.

In turn, this turnabout by Apple’s competitors is serving to rattle the foundation of what many assumed to be Apple’s unquestionable hegemony in the tablet and smartphone markets. And as the offensive begins to gain momentum, it will become increasingly clear why Android-owning Google went through the trouble of purchasing the patent-rich Motorola.

  • Rafael Kireyev

    Everyone makes or going to make tablets and smartphones. It looks that there must be born something new. Something that will be very different. Something that will be capable to do same functions. At the same time, it will be able to do that using really brand new way.