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"
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FORTUNE -- Leave it to Mike Judge to satirize the tech boom and make it (mostly) work.
What Entourage did for Hollywood, the Office Space and Beavis and Butt-Head creator wants to do for tech with the HBO series Silicon Valley. But replace Los Angeles's glitz for Palo Alto's hyperdeveloped suburbia. And swap the smooth-talking ballers for awkward nerds hoping that their startup idea -- MOREJP Mangalindan, Writer - Apr 3, 2014 9:31 AM ET
Wall Street's most visible Apple bull makes his calls for 2014.
FORTUNE -- It's not easy being the most bullish Apple (AAPL) analyst on Wall Street.
Just ask Brian White, whose $1,111 price target sat out there for nine months while Apple's share price peaked at $700 before falling below $440.
I once called White the Marco Polo of Apple analysts for the rumors of shiny new Apple products -- TVs, watches, $300 MOREPhilip Elmer-DeWitt - Jan 4, 2014 12:24 PM ET
One creepy, one poignant, one bizarre.
FORTUNE -- Apple (AAPL) took some heat for "Misunderstood" -- a holiday TV ad that spent most of its precious 90 seconds seeming to reinforce the stereotype of a socially awkward teenage boy with his nose in a smartphone. But that was before the critics saw what Samsung and Nokia (NOK) UK had served up for the holidays.
Last year, it was Samsung that seemed to MOREPhilip Elmer-DeWitt - Dec 24, 2013 7:02 AM ET
With a content strategy well underway, the media company takes a hard look at how its core product appears in the living room.
FORTUNE—America's obsession with Netflix goes well beyond recent hit shows like House of Cards and Orange is the New Black. It spans genres and generations, and accounts for 1 billion hours of viewing a month—nearly one third of all downstream Internet traffic.
Now Netflix (NFLX) wants to ensconce itself even further in MOREMiguel Helft, senior writer - Nov 13, 2013 12:01 AM ET
It wouldn't be a Munster forecast without an Apple television in it.
FORTUNE -- Jumping on AllThingD's report that Apple (AAPL) has scheduled a special event on Sept. 10 to introduce its latest crop of iPhones -- a rumor endorsed Monday with a "Yep" from The Loop's Jim Dalrymple -- Piper Jaffray's Gene Munster has issued his predictions for Apple's 2013-2014 product line-up.
"We believe now is the time to own shares of AAPL," he MOREPhilip Elmer-DeWitt - Aug 13, 2013 9:13 AM ET
It's a good time to be in TV. But what about newspapers? It's complicated.
By Matt Vella, senior editor
FORTUNE -- James Murdoch, son of mogul Rupert Murdoch and deputy chief operating officer of the newly formed 21st Century Fox, is not afraid of his mistakes. Speaking at a dinner on the first night of this year's Brainstorm Tech conference, Murdoch seemed, if anything, more afraid of not taking enough missteps. MOREJul 23, 2013 12:01 AM ET
According to Chet Kanojia, the controversial TV startup could be expanding drastically.
FORTUNE -- Chet Kanojia's controversial startup Aereo has been described a number of ways: disruptive, innovative, and possibly illegal. But for Kanojia, CEO, what he and his New York City-based team are doing is perfectly legitimate.
"Consumers have already paid for this," Kanojia told Fortune onstage at this year's Brainstorm Tech conference. What Aereo's 2,000 users in New York, Boston, and MOREJP Mangalindan, Writer - Jul 22, 2013 11:08 PM ET
Did Microsoft stretch the truth in spots promoting a tablet that runs Windows?
FORTUNE -- You'd think Microsoft (MSFT) would get some credit for running a couple light-hearted TV ads that -- unlike those awful 2008 Jerry Seinfeld spots -- aren't cringeworthy.
But in the Windows tablet ads that debuted this week, Microsoft used Siri to badmouth the iPad, and some Apple (AAPL) aficionados were not amused.
AppleInsider's headline set the tone: Microsoft caught lying about MOREPhilip Elmer-DeWitt - May 24, 2013 11:43 AM ET
First, take photos. Second, enjoy their music. What's next?
FORTUNE -- With the release Thursday night of the second "Every Day" spot for the iPhone, it's now clear where Apple's (AAPL) new series of TV ads is headed.
With Samsung nipping at its heels in the U.S. -- and leaving it in the dust in overseas markets -- Apple is capitalizing on studies that show that despite diminishing market share, more people use MOREPhilip Elmer-DeWitt - May 24, 2013 5:58 AM ET
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