Things We Learned About The iPhone At The Apple-Samsung Trial

Phil Schiller, Apple’s Senior Vice President of worldwide marketing and Scott Forstall,  Senior Vice President of iOS on Friday who took the witness stand on Friday, revealed some more interesting details behind the creation of the iPhone and iPad.

The court documents filed by Apple ahead of the trial had already given us a rare peek into the company’s internal prototype designs for iPhone and iPad.

Here are some of the interesting things we learned about the iPhone at the Apple-Samsung trial:

  • Phil Schiller in his testimony revealed that Apple was searching for what to do next after the iPod. Before deciding on the iPhone, Apple employees tossed around ideas such as making a camera, a car, and other crazy stuff.
  • The iPhone was codenamed “Project Purple“.
  • Forstall was responsible for building the software team for the iPhone, but Steve Jobs told him that he couldn’t hire anyone from outside Apple to work on the operating system for the iPhone, but he could hire anyone from within the company.
  • The iPhone team worked in a locked down floor on the Apple campus, where all the doors were secured with badge readers and cameras. In some cases, even employees on the team would have to show their badges five or six times. Forstall said the they put a sign up that said ‘Fight Club’ because “the first rule of the Purple Project is you don’t talk about the Purple Project.”
  • Steve Jobs proudly boasted that Apple doesn’t do any market research, but court documents have revealed that the company  conducting does carry out surveys to learn more about how consumers use its products. For example: an internal survey showed that 78% of the owners buy a case or bumper for their iPhone.
  • In fiscal 2008, the company spent $97.5 million on iPhone ads in the U.S.,  $149.6 million in 2009 and $173.3 million in 2010.

It is quite safe to say that last week was quite awkward one for Apple – one of world’s most secretive companies, which goes great length to keep such things private. But by revealing intimate details about how it created the iPhone and iPad, the company is attempting to win over the jury and prove that Samsung copied its products.

You may also want to check out other related posts from the Apple – Samsung trial:

[via The Verge, AllThingsDWired]

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