Apple expert argues why Samsung owes Apple $2 billion in damages

In the second patent lawsuit between Samsung and Apple, an expert hired by Apple testified that Samsung’s use of Apple’s patented technology made Samsung’s devices more appealing to consumers, reports CNET. Without these features, Samsung would not have garnered the enviable market position it enjoys today. John Hauser, professor of marketing at the MIT Sloan School of Management, claims that Samsung clearly benefited from the use of features covered by Apple’s patents. “The features that were enabled by the patents at issue in this case have a measurable impact on consumer demand for Samsung devices,” Hauser said during his testimony Tuesday. Hauser based his opinion of a survey of hundreds of Samsung device users to determine which features appeal most to customers. He examined Apple’s patented features, like slide-to-unlock, as well as hardware options such as screen size, camera and GPS. He then calculated how much each consumer would pay for Apple’s patented features, a figure that climbed to $2 billion. Hauser did not consider brand, operating system, battery life, or LTE connectivity as factors that contribute a consumer’s decision to buy a phone. Samsung attorney Bill Price focused on these admissions, arguing that brand and operating system are perhaps the two most important factors when a consumer is shopping for a new device. In the first patent trial between Samsung and Apple, Samsung was order to pay Apple $890 million in damages for infringing on Apple’s patents. This latest suit focuses on a different set of patents and new devices including the Galaxy S III, Galaxy Note II, Galaxy Tab 10.1, the iPhone 4/4s/5, the iPad 2/3/4, the iPad mini, and fourth and fifth generation iPod touch. Apple is nearing the end of its infringement case, with Samsung up next to present its infringement case against Apple, in which the Korean company is asking for $7 million in damages. The trial is expected to continue until the end of April, at which point the jury will begin deliberations. Continue reading →

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