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

Filing 88

Declaration of Jason Bartlett in Support of #86 MOTION for Preliminary Injunction filed byApple Inc.. (Attachments: #1 Exhibit 1, #2 Exhibit 2, #3 Exhibit 3, #4 Exhibit 4, #5 Exhibit 5, #6 Exhibit 6, #7 Exhibit 7, #8 Exhibit 8, #9 Exhibit 9, #10 Exhibit 10, #11 Exhibit 11, #12 Exhibit 12, #13 Exhibit 13, #14 Exhibit 14, #15 Exhibit 15, #16 Exhibit 16, #17 Exhibit 17, #18 Exhibit 18, #19 Exhibit 19, #20 Exhibit 20, #21 Errata 21, #22 Exhibit 22, #23 Exhibit 23, #24 Exhibit 24, #25 Exhibit 25, #26 Exhibit 26, #27 Exhibit 27, #28 Exhibit 28, #29 Exhibit 29, #30 Exhibit 30, #31 Exhibit 31, #32 Exhibit 32, #33 Exhibit 33, #34 Exhibit 34, #35 Exhibit 35, #36 Exhibit 36, #37 Exhibit 37, #38 Exhibit 38, #39 Exhibit 39, #40 Exhibit 40, #41 Exhibit 41, #42 Exhibit 42, #43 Exhibit 43, #44 Errata 44, #45 Exhibit 45, #46 Exhibit 46, #47 Exhibit 47)(Related document(s) #86 ) (Bartlett, Jason) (Filed on 7/1/2011)

Exhibit 11

Apple's IPhone Generates Buzz That May Top Mustang (Update2) - Bloomberg

Page 1 of 3

Apple's IPhone Generates Buzz That May Top
Mustang (Update2)
By Ville Heiskanen - Jun 28, 2007

June 28 (Bloomberg) -- Apple Inc.'s campaign to build excitement about its iPhone may be the
most successful marketing effort ever, surpassing the drive to promote Ford Motor Co.'s 1964
Mustang and Microsoft Corp.'s Windows 95.
The combination mobile phone and music player has generated more pre-sale media coverage
than any other product, says Al Ries, chairman of Ries & Ries, an Atlanta marketing strategy firm.
Michael Gartenberg, an analyst at JupiterResearch in New York, estimates Apple will spend about
$100 million on the introduction, roughly half what Microsoft spent for Windows 95.
``Apple is one of those rare brands that can create mystique around a product,'' says Matt
Williams, a partner at Richmond, Virginia-based advertising firm Martin Agency. ``They created a
buzz that has taken on a life of its own.''
Apple released details little by little, teasing consumers to keep interest high, and followed with its
first television spot with the simple tagline ``hello'' during the Academy Awards. That meant much
of the hype came from word of mouth, which Apple has mastered since its 1984 introduction of the
Macintosh computer. And it made the campaign less expensive.
The appeal may propel sales to 200,000 in the first two days and 3 million in the second half of
2007, according to the highest analyst estimates. Early acceptance may be a key part of Cupertino,
California-based Apple's strategy to crack the mobile- phone market, which is almost four times
bigger than the PC market.
On Sale Tomorrow
Apple and AT&T Inc., the largest U.S. wireless service provider, will begin selling the iPhone
tomorrow at 6 p.m. in each U.S. time zone. Two versions will be available: a $499 unit capable of
holding 1,000 songs and a $599 model with twice that capacity. Both require a two-year service
plan with AT&T that will cost about $60 to $220 a month.

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6/30/2011

Apple's IPhone Generates Buzz That May Top Mustang (Update2) - Bloomberg

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Apple shares fell $1.33 to $120.56 at 4 p.m. New York time in Nasdaq Stock Market trading. AT&T
advanced 34 cents to $40.32 in New York Stock Exchange composite trading.
``From an advertising and marketing point of view, Apple is head and shoulders above everybody
else,'' says Ries, who has been writing books on marketing for more than 25 years, including ``The
Origin of Brands.'' ``It just boggles the mind.''
Ford's campaign for the Mustang included folk concerts to appeal to the budding counterculture
and a national television broadcast featuring Motown music star Martha Reeves dancing along at a
Mustang assembly line in Dearborn, Michigan.
Ford unveiled the Mustang at the 1964 New York World's Fair, just as 77 million baby boomers
started driving. The car appeared early and often in movies, including the James Bond film
``Goldfinger,'' and graced the covers of Time and Newsweek. The Mustang sold 418,812 units
during the first year.
Steve Jobs
Apple emulated the way Microsoft released information about the Windows 95 operating system a
bit at a time.
Chief Executive Officer Steve Jobs, 52, unveiled the product to fanfare at the Macworld Expo in
San Francisco in January, stealing the limelight from rivals such as Motorola Inc. that were touting
their own handsets at the Consumer Electronics Show in Las Vegas the same week.
Then came advertisements and video clips on the Internet. The ``hello'' spot consists of about 30
movie clips, with stars such as Marilyn Monroe and Robert De Niro saying ``hello'' on the phone.
It ends with a shot of the iPhone and a text ``Hello'' followed by ``Coming in June.''
With San Antonio-based AT&T also marketing the device, it's not clear how much Apple will
spend, Ries says.
``They've spent some money on advertising, but certainly not a lot,'' he says. ``The PR, the hype,
the publicity, it makes the advertising more visible.''
`Experiencing the Product'
The newer IPhone ads show what people can do, with emphasis on how it is done. A consumer
recently told Gartenberg he wished his handset had the same Google Inc. map function as the
iPhone. In fact, that application is available for the phone the consumer had, he just hadn't realized
it, Gartenberg says.

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6/30/2011

Apple's IPhone Generates Buzz That May Top Mustang (Update2) - Bloomberg

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The TV ads consist of a close-up of the iPhone playing a movie or displaying a Web site. A hand
moves around the screen, showing consumers what to press to answer a call, type an e-mail or
search an address using the map function.
``It gave me the sense that I was actually experiencing the product,'' says Williams, whose agency
created the caveman ads for the Geico unit of Warren Buffett's Berkshire Hathaway Inc.
Williams says the campaign worked so well he is planning to get an iPhone even though it will cost
twice as much as he has ever shelled out for a phone, his Palm Inc. Treo.
Apple ads have a history of impact. Its 1984 Super Bowl commercial introducing the Mac, shown
only once, is still remembered. In the spot, a woman athlete hurls a sledgehammer through a giant
video screen, signaling Apple's intention to smash International Business Machines Corp.'s hold on
personal computing.
``If you're not on the market for an iPhone, you don't really want to find yourself anywhere near
an Apple or AT&T store at 6 p.m. on Friday,'' Gartenberg said.
To contact the reporter on this story: Ville Heiskanen in New York at [e-mail]
To contact the editor responsible for this story: Cesca Antonelli at [e-mail]
©2010 BLOOMBERG L.P. ALL RIGHTS RESERVED.

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6/30/2011