Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 1362

Unredacted Exhibits to Musika Declaration in Support of Apple's Opposition to Samsung's Daubert Motion re 1256 Order on Administrative Motion to File Under Seal, (Dkt. No. 991) by Apple Inc.. (Attachments: # 1 Exhibit D, # 2 Exhibit E, # 3 Exhibit F, # 4 Exhibit G, # 5 Exhibit H, # 6 Exhibit I, # 7 Exhibit J, # 8 Exhibit L, # 9 Exhibit M, # 10 Exhibit N, # 11 Exhibit O, # 12 Exhibit P, # 13 Exhibit Q, # 14 Exhibit R, # 15 Exhibit V, # 16 Exhibit W, # 17 Exhibit X)(Jacobs, Michael) (Filed on 7/26/2012) Modified text on 7/27/2012 (dhm, COURT STAFF).

Exhibit W
(Submitted Under Seal)

Highly Confidential - Attorneys' Eyes Only

APLNDC-Y0000025024

iPhone Owner Study
The information in this and related documents is strictly
Apple Confidential • Internal Use Only • Need to Know Basis

Apple Market Research & Analysis
May 2011

Highly Confidential - Attorneys' Eyes Only

APLNDC-Y0000025025

Pages Intentionally Omitted

U,G

Strong trust in Apple and appeal of
design swayed many to purchase iPhone

Reasons for buying iPhone
after considering Android

n=419

396

212

242

623

536

246

Trust Apple brand

41%

49%

44%

43%

54%

33%

25%

Wanted to easily transfer music, apps
videos, contacts, etc., onto my iPhone

34%

33%

20%

19%

12%

11%

21%

Liked the physical appearance and design

32%

49%

54%

51%

67%

45%

31%

iPhone was the best smartphone choice

29%

36%

29%

39%

31%

51%

35%

iPhone was easier to use

27%

28%

25%

41%

25%

20%

35%

Wanted the ability to easily transfer music,
apps, videos, contacts, etc., across multiple
devices
Greater availability of apps I am interested
in

23%

20%

13%

12%

9%

12%

15%

20%

34%

32%

39%

33%

47%

29%

Base: All iPhone 3GS/4 owners who considered Android
E5: What was it that convinced you to get an iPhone after considering Android?

Highly Confidential - Attorneys' Eyes Only

37

APLNDC-Y0000025060

Pages Intentionally Omitted

U,G

Physical appearance and design and
comfort while holding in hands play a
Features very important in
decision to buy iPhone - top
box (cont.)

n=2,003

2,315

1,922

2,003

1,856

1,554

1,725

Physical appearance and design

46%

54%

50%

57%

76%

65%

59%

Comfort while holding in hands

45%

35%

63%

43%

70%

42%

41%

Capacity/amount of storage space

41%

40%

40%

40%

46%

38%

35%

iPhone OS/iOS

38%

36%

44%

37%

54%

41%

38%

Non-game apps

35%

32%

40%

43%

54%

31%

44%

Retina display

33%

34%

47%

48%

52%

40%

45%

Video recording function

27%

24%

25%

23%

31%

23%

18%

FaceTime video calling

18%

10%

12%

10%

24%

21%

6%

Game apps

15%

17%

15%

14%

48%

22%

12%

Base: All iPhone 3GS/4 owners who bought their phone
E6: Thinking back to when you acquired your iPhone, how important or unimportant were each of the following features or attributes in your decision to purchase
41
your iPhone?

Highly Confidential - Attorneys' Eyes Only

APLNDC-Y0000025064

Pages Intentionally Omitted