Apple's Senior Vice President of Worldwide Marketing, Phil Schiller, took the stand on Tuesday in the second Apple-Samsung patent trial. His testimony following opening arguments, in which Apple asked the jury for more than $2 billion in damages against Samsung (and "reasonable" licensing fees for the copied patents), while Samsung's attorney characterized the amount as "gross overexaggeration," suggesting a $40 million figure and asking $6 million for its two disputed patents.
For his part, Schiller largely repeated his testimony from the first Apple-Samsung trial, albeit this time in a suit and tie. During questioning by Apple's attorney Harold McElhinny, Schiller told jurors of the early development process for the iPhone, which was actually a byproduct of Apple's original work done for a then-unnamed tablet. He reiterated the "New Product Process" the company uses, and referred to the iPhone as a "bet the company" product, since it would come out years before work on the iPad was completed, and Apple co-founder Steve Jobs could already see that the iPod -- then the company's runaway hit music player -- would eventually hit a peak and lose momentum.
Time was spent going through the introduction of the product (a video of which was shown to the jury in opening statements) and public and critical acclaim for the iPhone. Schiller told the court he was "shocked" when he first saw one of the Samsung Galaxy phones a year later that was clearly inspired by the iPhone's technology, and felt that Samsung's copying had hurt Apple's reputation as an innovator, since Samsung was very quick to market.
Under cross-examination by Samsung attorney Bill Price, Schiller admitted he was not fully briefed on all the patents being discussed in the suit, and thus not really qualified on an expert level to say that Samsung had copied specific Apple patents. Schiller will be cross-examined more on Wednesday as the trial resumes. MacNN's coverage of the first day of the trial will continue in a full wrap-up coming later tonight.