TECH
HEMISPHERESMAGAZINE.COM
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NOVEMBER 2012
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ILLUSTRATION BY ALEX NABAUM
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meanmuch, their relentless accumulation—particu-
larlywith regard toApple’s designprocess—must have
had the brand managers fingering their collars.
Over the past decade and a half, Apple has not
exactly strained to dispel the notion that there is
some kind of alchemy going on behind the doors
of its Cupertino offices. Steve Jobs has been por-
trayed—more so since his death last year—as a geek
prophet, a man who shot brilliant ideas from his
fingertips. As might be expected, followers of the
so-called Cult of Mac have all but deified
CORE CONTENTIONS
HOWTHE EPIC LEGAL BATTLE BETWEEN APPLE AND SAMSUNG
HELPED UNRAVEL THE STEVE JOBS MYTH
BYMARKMCCLUSKY
Chances are, you already know the outcome of the 18-month, rock-’em-sock-’em lawsuit
betweenApple and Samsung. Apple had claimed that some of its rival’s products, includ-
ing certain Galaxy smartphones, had ventured into the realm of patent infringement.
In late August, a jury agreed, awarding Apple more than $1 billion in damages.
Apple v. Samsung held the techworld in thrall. This
was high drama, likewatching two of the biggest kids
in school slug it out in the playground. An element
of voyeurismwas also involved: Apple is notoriously
secretive about its operations, and there was a sort
of thrill in seeing its executives being compelled to
explain to theworld how, for example, its brainstorm-
ing sessions are held around something as pedestrian
as a kitchen table.
Suchmundane details li ered the testimony given
during the trial. And while taken alone they don’t
