An unflattering memo from a senior Samsung executive was admitted in the company’s current trial against Apple in California on Monday.
In the memo, Samsung Mobile Communications chief JK Shin was blasting his subordinates for what he says was “a difference of between Heaven and Earth” when comparing the user experiences of Samsung smartphones and the iPhone.
All Things Digital got a hold of the emailed memo admitted as evidence in the ongoing trial in California between Apple and Samsung and published key excerpts from it.
Shin, in the memo said that: “Influential figures outside the company come across the iPhone, and they point out that ‘Samsung is dozing off.’ All this time we’ve been paying all our attention to Nokia, and concentrated our efforts on things like Folder, Bar, Slide.”
“Yet when our UX is compared to the unexpected competitor Apple’s iPhone, the difference is truly that of Heaven and Earth. It’s a crisis of design,” he explained further.
Samsung is said to have tried to block the admission of the memo as evidence in the trial. Apple is charging Samsung of “slavishly copying” its products involving physical design and even the way the software looks and works with Samsung smartphones.
Recently, Apple has said that Samsung even lifted the icons from iOS to its TouchWiz user interface in order to make it feel as much like iOS as possible.
In the emailed memo, Shin goes on to say that he hears “things like this: Let’s make something like the iPhone.”
He also says point blank that the iPhone has become the industry standard.
“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,” he wrote.
Furthermore, he was also very critical about a Samsung made phone, the Samsung Omnia.
“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,” he said.
Apple is currently suing Samsug for $2.5 billion in damages. Samsung has countersued Apple and the two are locked in a bruising legal war that spans courtrooms in more than 10 countries and involves dozens of lawsuits.