Samsung turns the publicity from its Australian courtroom battles with Apple into a marketing campaign for the Galaxy Tab 10.1
Apple has spent millions on lawyers in its legal battles against Samsung, claiming the Korean tech giant has infringed its patents. In Australia, the Cupertino firm has failed to convince courts that the Galaxy Tab 10.1 has copied the design of the iPad 2. Samsung has used the publicity gained from its courtroom drama with Apple, by giving its 10 inch tablet a spunky catch-phrase ‘the tablet Apple tried to stop’. It turns out, Apple spent millions to promote its rival’s tablet.
This is not the first time Samsung makes fun of Apple through an advertisement. In the past, Samsung indirectly makes fun of Apple fans lined up for hours for the iPhone 4S in an ad for the Galaxy S2.
In Australia, courts granted a temporary injunction to Apple, banning the Galaxy Tab 10.1 from sale in stores down under. However, the court overturned the previous ruling and allowed the Samsung to continue selling the Honeycomb tablet. The hearing will resume in 2012.
Speaking to the Sydney Morning Herald, Tyler McGee, VP of telecommunications at Samsung Australia, its courtroom drama with Apple has generated the much needed publicity for the Tab 10.1, even more than its own ad campaign.
McGee said, “At the end of the day the media awareness certainly made the Galaxy Tab 10.1 a household name compared to probably what it would’ve been based on the investment that we would’ve put into it from a marketing perspective.”
The VP adds that the demand for the Galaxy Tab 10.1 in Australia is expected to go off the roof. Although a large shipment of the tablets is coming, they might not be able to meet the demand.
What do you think of Samsung’s new catch-phrase for the Galaxy Tab 10.1, ‘the tablet Apple tried to stop’? Voice out your opinion through a comment.