Samsung uses legal battle with Apple to push tab

Daniel Ionescu, Macworld
16 December, 2011
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Samsung appears to be using all the media attention generated by Apple’s attempt to ban sales of its tablet in order to push the Galaxy Tab. A Samsung ad in the Sydney Morning Herald this week boasts that the Galaxy Tab is “the tablet Apple tried to stop.”

Apple took Samsung to court in Australia this year over “slavishly copying” the design of the iPad for the Galaxy Tab 10.1 tablet. Apple managed to obtain a temporary sales injunction in Australia, but Samsung received an early Christmas present, as the ban was overturned last week – and now the Korean manufacturer is bragging about it.

An image of Samsung’s Galaxy Tab ad was posted on Twitter by Martin Aungle, an Australian marketing pundit.

Samsung’s tablet is set to arrive in Australian stores this week. The company’s ad in the Sydney Morning Herald – posted on Twitter by Martin Aungle, an Australian marketing pundit says the Galaxy Tab is “the tablet Apple tried to stop. It’s time to tab,” an unashamed dig at Apple’s failed attempt to block the device.

Apple’s court action against Samsung is not only good advertising fodder, but also helped the company become a household name, a Samsung executive said in an interview with the Australian newspaper. “At the end of the day the media awareness certainly made the Galaxy Tab 10.1 a household name compared to probably what it would’ve been based on the investment that we would’ve put into it from a marketing perspective,” said Samsung Australia’s telecommunications vice president, Tyler McGee, who declined to say how much his company lost in sales revenue because of Apple’s temporary sales ban.

Samsung’s tirade against Apple intensified last week, when the Galaxy SII manufacturer ran a series of ads, mocking customers who camp out for hours in front of Apple stores. My colleague Jared Newman did a reality check on the ads, and he found that not all the claims Samsung makes in the ads are legitimate.

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