The process between Samsung and Apple took today in front of the American court, an internal memo of the Asian company, an internal memo that comes only to prove the fact that things at Samsung were not quite as rosy as some thought. In the memo, employees of the company and people outside it discuss the fact that the differences between the iPhone and Samsung terminals are "like from heaven to earth" and some say that the Asians should produce something similar to the iPhone. The memo claims that Samsung wrongly focused on Nokia, considering it a strong competitor, but in reality the iPhone was the biggest problem that had to be solved.
Influential figures outside the company come across the iPhone, and they point out that 'Samsung is dozing off.' All this time we've been paying all our attention to Nokia, and concentrated our efforts on things like Folder, Bar, Slide. Yet when our UX is compared to the unexpected competitor Apple's iPhone, the difference is truly that of Heaven and Earth. It's a crisis of design. I hear things like this: Let's make something like the iPhone. When everybody (both consumers and the industry) talk about UX, they weigh it against the iPhone. The iPhone has become the standard. That's how things are already. Do you know how difficult the Omnia is to use? When you compare the 2007 version of the iPhone with our current Omnia, can you honestly say the Omnia is better? If you compare the UX with the iPhone, it's a difference between Heaven and Earth.
The memo states that the interface design of Samsung products was far from being good or even competitive with that of the iPhone, but also that Apple's product had become a standard in the industry. Samsung was going through a design crisis at a time when every smartphone was compared to Apple's iPhone, a measure for every other newly launched smartphone on the market. Things have changed a lot in recent years, Samsung turned its attention to the real competitor, reproduced some of its products, but the iPhone remains a standard in the industry for now.
