Samsung’s legal time has published an email which illustrated that Apple Senior Vice President of Worldwide Marketing Phil Schiller was concern about their client’s marketing prowess.
Schiller wrote this in an email: “We have a lot of work to do to turn this around..” This was in response to an article by the Wall Street Journal, which states:
The campaign (Samsung’s) swayed consumers including Will Hernandez, an Apple iPhone owner who bought a Samsung Galaxy S III smartphone about three months ago after seeing Samsung’s ads.
“If you see this stuff on TV enough, it gets you thinking,” said Mr. Hernandez, a 34-year-old resident of Somerville, Mass., who adds that he likes how his Galaxy has a larger screen than the iPhone. “Now, when someone gives me an iPhone to look at a picture, it looks so tiny.”
The marketing onslaught is helping Samsung widen the gap as the market leader. Samsung is estimated to have held 28% of the global smartphone market last year, up from 20% a year earlier, according to IHS iSuppli. Apple’s share, meanwhile, isn’t rising as quickly, moving to 20.5% in 2012 from 19% a year earlier.