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Samsung-Apple trial

TURNAROUND TACTIC: In the latest legal battle between bitter rivals Samsung and Apple, Samsung exec Dale Sohn attributed his company’s gains in the U.S. smartphone market to a strategy shift to promoting its own brand, not because it "followed" the iPhone, The Wall Street Journal reports. "We really made a remarkable turnaround," said Sohn, noting that the company's U.S. marketshare more than tripled to north of 30% between 2010 and 2012. Sohn's testimony in the San Jose courtroom focuses on a core tenet of Samsung's case—that its success in the U.S. smartphone market wasn't the result of copying Apple's software features—for which the iPhone maker is seeking $2.2 billion in damages—but its differentiated products and a new, dramatically effective marketing approach. The campaign, dubbed the Next Big Thing, playfully dissed the iPhone while playing up the unique features of the Galaxy. Apple wrapped up its case on Friday. (4/15a)

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