Apple’s Billion Dollar Storytelling

Apple's victory over Samsung in a recent smartphone patent brawl netted the company over a billion dollars in damages and, more importantly for Apple, might have strategically slowed the rise of the Korean tech juggernaught that today provides phones to 26 percent of all U.S. mobile subcribers according to comScore. But what clinched Apple the win, one of the largest patent awards ever on record? Storytelling, according to juror interviews by the Wall Street Journal. For Samsung, the story it had to get across was that Apple's patents weren't as crucially innovative as Apple claimed them to be, and Apple had to tell the story of a Samsung copycat. "The Apple lawyers were better at presenting their case," juror Manuel Ilagan said to the Journal. Of particular strength was a visual that showed Samsung phones before and after the iPhone came out. The Journal quotes presiding juror Velvin Hogan to say that it seemed…

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