Samsung had trucks of apples delivered to its offices and placed them in rooms where employees took coffee breaks. They were then encouraged to take a literal bite of Apple (or, well, an apple) while the South Korean tech giant was waging war against the tech giant based in Cupertino.
The anecdote comes from a book to be published, entitled Samsung rising. He promises to tell how Samsung faced Apple and the battles that followed. “We had one goal: to beat Apple,” said a Samsung executive not identified in the book. “I am not joking.”
Samsung rising is written by Geoffrey Cain, a journalist specializing in reporting in Asia. The new book is based on interviews with hundreds of people telling the story of the rise of Samsung and its various challenges (Apple-shaped) along the way.
As the choice of cover shows, a blurry copy of the old rainbow-colored Apple logo, Apple has an important place in history.
Apple vs Samsung: the book that will reveal everything
The book is expected to be released on March 17. Before that date, the Daily Mail has published an extract. It covers the record celebrity selfie beaten by Ellen DeGeneres on a Samsung handset during the Oscars in 2014.
Cain writes that this decision was a blow to Apple which, for years, had been seen in the hands of the rich and famous. “[Samsung’s] bosses had been bowled over by the ubiquity of celebrities holding rival iPhones from Apple, “said the book.
Getting Ellen to wear a Galaxy Note was an attempt to change the perception. However, as Cain notes, “the irony of the truth is that they should have taught Ellen, an iPhone user, how to use the Galaxy.”
The excerpt also reveals inspiration for the name of the Samsung Galaxy handset, which he positioned as an iPhone killer. According to Cain, it was named after a $ 95 bottle of California red wine that one of Samsung’s executives had appreciated. They thought there was a “premium ring”.