FORTUNE -- Here's an interesting sequence of events, buried between the lines of a Samsung e-mail trail that Apple (AAPL) entered into evidence as part of its big patent infringement suit, now in its third week.
-- Oct. 4, 2011: From Samsung's VP of U.S. sales Mike Pennington to Samsung America CEO Dale Sohn and chief marketing officer Todd Pendleton.
"As you have shared previously, we are unable to battle [Apple] directly in our marketing. If it continues to be Samsung's position to avoid attacking Apple ... can we go to Google and ask them to launch a campaign against Apple..."
-- Oct. 5, 2011: Steve Jobs dies.
-- Oct. 7, 2011: Pendleton to Pennington.
"Hey Michael, We are going to execute what you are recommending in our holiday [Galaxy S2] campaign and go head to head with iPhone 4S."
We now know, thanks to documents Samsung released as part of its defense, that its mockery of Apple's devoted fan base (best lines: "I could never get a Samsung. I'm creative." "Dude, you're a barista.") drove Apple marketing chief Phil Schiller to distraction.
"I can't help but think," he later wrote Apple's ad agency, that "'these guys are feeling it' (like an athlete who can't miss because they are in the zone) while we struggle to nail a compelling brief on iPhone... Something drastic has to change. Fast."
UPDATE: AppleInsider's Daniel Eran Dilger digs a little deeper in Samsung email targeted Steve Jobs' death as "our best opportunity to attack iPhone"
Samsung's argument that Apple attacked the wrong company could resonate with the jury.
FORTUNE -- Watching Apple's (AAPL) patent infringement trial from afar -- today, it's from Prague -- I can't tell if the jury got as clear an explanation of where Apple's so-called "quick link" software came from as the one Daniel Eran Dilger posted Sunday on AppleInsider (How Samsung & Google teamed up to steal Apple Data Detectors for Android).
But reading Dilger's deep dive into the history of the technology I'm MOREPhilip Elmer-DeWitt - Apr 14, 2014 4:11 AM ET
A "top secret" internal report shows Samsung sold half as many Galaxy Tabs as it claimed.
FORTUNE -- We were skeptical in January 2011 when Strategy Analytics reported -- based on a vague comment made to investors by a Samsung vice president -- that the company had already shipped 2 million Galaxy Tabs, reducing Apple's (AAPL) market share to 75% from 95% in less than six weeks.
Nearly two dozen news outlets went with the report, including MOREPhilip Elmer-DeWitt - Apr 11, 2014 6:08 AM ET
Samsung told the jury -- 8 times -- that Apple never used 3 of the 5 patents.
FORTUNE -- A certain amount of dissembling is part of the art of lawyering. But even FOSS Patents Florian Mueller, in his new role as Apple (AAPL) scold, agrees that Samsung went too far in its opening arguments.
The issue in the first week of the new Apple v. Samsung trial is what Apple meant by the "undisputed fact" in the attached quote, taken from MOREPhilip Elmer-DeWitt - Apr 4, 2014 11:46 AM ET
This time, Apple is keeping it simple: Five patents, 10 Samsung devices.
FORTUNE -- One of the things that marked the first Apple v. Samsung patent infringement trial -- and forced a partial retrial -- was its complexity. It involved:
Three kinds of patents: Design, utility and standards essential
Two kinds of trade dress: Registered and unregistered
21 Samsung devices: Both smartphones and tablets with names like Captivate, Indulge, Mesmerize and Vibrant
Three Samsung corporate MORE
The original $1.05 billion damage award has now been whittled down to about $930 million.
FORTUNE -- Apple wanted $380 million. Samsung said it owed no more than $52 million. On Thursday, after a six day trial and a couple days of deliberation, a jury awarded Apple (AAPL) $290 million -- about 75% of what it asked for.
So ends the partial retrial of Apple v. Samsung, the patent infringement trial that resulted MOREPhilip Elmer-DeWitt - Nov 21, 2013 4:48 PM ET
An Apple victory could result in the second largest patent infringement award in history.
FORTUNE -- If you thought that the one billion dollars a jury awarded Apple (AAPL) last year had been cut nearly in half, you may be forgiven. That's how most of the business press reported it.
What actually happened is that Judge Lucy Koh, who presided over the big Apple v. Samsung patent infringement trial last August, "vacated" $400 million MOREPhilip Elmer-DeWitt - Nov 8, 2013 8:34 AM ET
A judge can't be bothered to add Samsung's Galaxy S4 to the trial he scheduled for 2014.
FORTUNE -- U.S. Magistrate Judge Paul S. Grewal, who has been handling some of the case load created by the multiple patent infringement suits filed in California by Apple (AAPL) and Samsung, has a judicial metabolism better fit for the 19th century than 21st.
He's the judge who was assigned the task last year of scheduling Apple's MOREPhilip Elmer-DeWitt - Jun 27, 2013 1:07 PM ET
How could the press get the effect of a judge's high-profile ruling so wrong?
FORTUNE -- When Judge Lucy Koh last month ordered a new trial to determine the proper damage award for 14 of the 28 Samsung devices found by a jury last summer to have infringed Apple (AAPL) patents, nearly every reporter covering story followed Reuters' lead:
"Apple had a major setback in its ongoing mobile patents battle with Samsung Electronics MOREPhilip Elmer-DeWitt - Apr 1, 2013 6:35 AM ET
For Samsung, even March 2014 is too early for Apple's case against the Galaxy S3
FORTUNE -- When we reported last September that that Apple (AAPL) had added Samsung's flagship Galaxy S3 to a patent infringement suit scheduled to go on trial in March 2014, some readers thought the trial date was typo.
After all, Apple had filed this second suit -- not be confused with the one that ended in August MOREPhilip Elmer-DeWitt - Mar 8, 2013 8:12 AM ET
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