Apple and Samsung have long been battling over whether or not the latter copies the iPhone and iPad with its range of Galaxy devices, and there’s a chance it may not end well for Samsung. But right now, it’s only helping the Korean company’s business. According to one unnamed executive, the legal battle “is worth it” because it’s increasing its brand awareness.
“This is worth it,” a Samsung executive told the The Korea Times. “More consumers know about Samsung. The fight with Apple has so far been effective in boosting our brand awareness”
That’s not just an attempt at rattling Apple’s legal team, either. Samsung’s recent figures speak for themselves as the company’s Android devices continue to go from strength to strength, stealing market share from rivals like Nokia and HTC. Samsung also rose two places in Interbrand’s “2011 Best Global Brands” report.
Furthermore, the battle only “urges Samsung designers, technicians and software developers to roll out more powerful and design-enhanced smartphones ahead of schedule,” according to the report. In fact, it is believed that Samsung is prolonging the settlement simply because of the positive affect the case is having on the company.
But there’s no telling how long this will last. Not only could these cases go against Samsung, but it’s worth noting that Apple is Samsung’s biggest component customer, purchasing display, processors, memory, and more for its iOS devices. If Apple decides Samsung’s antics are enough to take its business elsewhere, the Korean company will certainly know about it.