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

Filing 1384

Unredacted Exhibits to Arnold Declaration ISO Samsung's MSJ by Samsung Electronics America, Inc.(a New York corporation), Samsung Electronics Co. Ltd., Samsung Telecommunications America, LLC(a Delaware limited liability company) re 1256 Order on Administrative Motion to File Under Seal, (Dkt. Nos. 930, 945) (Attachments: # 1 Exhibit 46 to Arnold, # 2 Exhibit 47 to Arnold, # 3 Exhibit 48 to Arnold, # 4 Exhibit 49 to Arnold, # 5 Exhibit 50 to Arnold, # 6 Exhibit 51 to Arnold, # 7 Exhibit 52 to Arnold, # 8 Exhibit 54 to Arnold, # 9 Exhibit 55 to Arnold, # 10 Exhibit 56 to Arnold, # 11 Exhibit 57 to Arnold, # 12 Exhibit 58 to Arnold, # 13 Exhibit 60 to Arnold, # 14 Exhibit 63 to Arnold, # 15 Exhibit 64 to Arnold, # 16 Exhibit 66 to Arnold, # 17 Exhibit 68 to Arnold, # 18 Exhibit 69 to Arnold, # 19 Exhibit 71 to Arnold, # 20 Exhibit 73 to Arnold, # 21 Exhibit 74 to Arnold, # 22 Exhibit 75 to Arnold, # 23 Exhibit 76 to Arnold, # 24 Exhibit 77 to Arnold, # 25 Exhibit 78 to Arnold, # 26 Exhibit 79 to Arnold, # 27 Exhibit 80 to Arnold, # 28 Exhibit 81 to Arnold, # 29 Exhibit 82 to Arnold)(Maroulis, Victoria) (Filed on 7/26/2012) Modified text on 7/27/2012 (dhm, COURT STAFF).

Jony
With iPad 2, we have made advances in both form and function that are so significant
and far reaching.
Rarely has a product defined an entire category and then changed as dramatically in
such a short period of time.
Still prefer the more personal thought. Also it didnʼt change. It was redesigned.
I can’t think of a product that has defined an entire category to then be so fundamentally
redesigned in such a short period of time.
Jony
The iPad 2 really is defined by the display. There are just no distractions. 
What were essentially three surfaces have been collapsed into two—as we managed to
reduce the structural wall around the perimeter of the product and, importantly, eliminate
the edge. It is not only more comfortable to hold, but, with the breakthroughs weʼve
made with unibody engineering, it is rigid, durable, and even more precise.
While the back of the product is made of durable aluminum, we wanted to figure out a
way to protect the display without compromising the iPadʼs size and weight.
So, rather than designing a separate case, we created the iPad Smart Cover.
I sound too marketing like saying iPad smart cover.
It was developed with the iPad, so the two are made to work together. It attaches
magnetically, aligning perfectly, and itʼs just as easy to remove.
When the iPad detects that you have opened the cover, it immediately wakes from
sleep. You can also fold the cover to create a stand for typing or watching a video. (And
the internal micro-fiber lining helps clean the glass.)
Even the microfibre internal lining was developed to help clean the glass.
There are ten colors. Five in polyurethane and five in a beautiful, aniline-dyed leather.
This is much more than just an accessory. They actually combine to create one product.
I wish there was a better, less ambiguous way of saying “They actually combine to
create one product.” Sounds like I am saying the ten different covers combine.....
The iPad and cover were designed from the beginning as one product.

Highly Confidential - Attorneys' Eyes Only

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Jony
Weʼre constantly working to refine and improve. To simplify. To make something thinner
and lighter while, at the same time, trying to actually increase functionality. Sometimes,
those improvements are incremental but sometimes, as is the case with the new iPad,
they are dramatic.
The original iPad created an entire category, and re-imagined what a computer is.
Now, iPad 2 redefines the iPad.
Donʼt like “and re-imagined what a computer is.”

Highly Confidential - Attorneys' Eyes Only

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