Reading the press from the Apple vs Samsung trial lead me to believe that most people don’t understand Apple’s motives for suing Samsung. This lawsuit isn’t about getting compensation for products that were released in 2007 or even 2011, it’s about protecting the products that will be released in 2013 and 2015 and beyond.
In a column on The New York Times last weekend, Nick Bilton wrote that Apple is doing itself more harm than good in suing Samsung.
“By showing the public how it designs products that twice radically changed the electronics industry, Apple could risk losing some of its magic,” said Bilton.
I’m not going to say that Apple doesn’t care at all about keeping its secrets, but this is a case of dealing with the lesser of two evils. Sue Samsung now and show some old prototype photos, but stop them from copying future products or let them continue copying.
Bilton clearly doesn’t understand what Apple has to gain here.
Apple has a purpose for everything it does, including this lawsuit. There can be no doubt that Apple has some clever, perhaps industry changing products in the pipeline over the next few years.
Although none us know for sure what those products are, if they are truly disruptive, like the iPhone and iPad, it’s in Apple’s best interests to stop Samsung now. This will effectively cut off the worst offender of companies copying its products in their tracks.
Of course, winning the lawsuit will also stop all of the other competitors from copying their designs.
Apple’s latest two industry changing products, the iPhone and iPad, have been shamelessly copied for years. Yes, it’s true that the company has lost a significant amount of revenue — estimated at $2.5 billion in the trial — but let’s face it, that’s pocket change for Apple who has $100 billion or so in the bank.
I believe that Apple’s future products are going to change the industry so much, Apple has to put a stop to Samsung now.
That’s Apple’s motive for suing Samsung.