Follow Things to the End

July 19, 2012

According to a story in Bloomberg, Apple Computer recently got a mixed result in a lawsuit against Samsung. Apple did not get the declaration from a British judge that it sought – that Samsung copied the design of the iPad for a new product. However, the judge did throw Apple a (little) bone by declaring that one reason for his decision was that Samsung’s new tablets were unlikely to be confused with Apple’s iPad because they are “not as cool.”

Now, if you were tracking this case, you would think that you could stop until the (almost inevitable) appeal was filed and disposed of. Wrong.

Bloomberg reporter Kit Chellel reports that Apple made comments

after that ruling [which] unfairly implied that Samsung had copied [Apple’s] designs….

Following a hearing, the British judge then ordered Apple to

publish a notice on its U.K. website and in British newspapers alerting people to a ruling that Samsung Electronics Co. didn’t copy designs for the iPad.”

Ouch.

Lesson: When doing your own competitive intelligence research, do not assume that anything you found in the past, even recent past, has not changed. If any time has passed and the event is important to your analysis, check it, and recheck it.