Samsung claims its “Next Big Thing” advertising campaign bothered Apple, as shown by internal Apple documents, The Verge reports. “This new, edgy marketing strategy … it drove Apple crazy,” Samsung lawyer John Quinn noted during the latest patent trial involving the two companies.
Quinn said the ad campaign, which poked fun at Apple customers, really got to Apple marketing chief Phil Schiller, who became “obsessed” with the campaign. Schiller even suggested to CEO Tim Cook that Apple should switch to a different ad agency.
An internal email from Schiller to his team noted a Wall Street Journal story titled, “Has Apple lost its cool to Samsung?” Schiller’s one line of text said, “We have a lot of work to do to turn this around.”.