Court documents in the ongoing patent lawsuit between competitors Apple and Samsung would give a glimpse of how intense is their rivalry. From former business partners, the Cupertino-based tech giant and the Seoul-based electronics firm have become bitter business enemies trying to outdo each other in many ways.
Techtimes reports that one of the Samsung internal documents opened at the trial provided details of the South Korean company's plans to unseat the company co-founded by the late Steve Jobs. The document explicitly stated that beating Apple is Samsung's number 1 priority.
To topple Apple, Samsung tracked rumours about the features of the next iPhone which it would add to its Galaxy line. Among those listed in a 2012 Samsung document were LTE, social networking, cloud integration and CE integration.
With such information, Samsung crafted marketing plans to counter the threat from Apple.
In turn, Apple also monitored Samsung's marketing and advertising materials based on an email by Apple Senior Vice President Phil Schiller that said he viewed Samsung's pre-Super Bowl advert and noted, "It's pretty good and I can't help but thinking 'these guys are feeling it, while we struggle to nail a compelling brief on iPhone.
Apple had also observed the improved hardware and ecosystem of Samsung phones.
Another document from Apple showed data on smartphone growth for devices with larger screens which have given rise to speculations that the upcoming iPhone 6 would sport 4.7- and 5.5-inch displays.