Schiller only had a few minutes before his testimony was cut short, reports CNet, but during that time he managed to give the jury a few nuggets of inside information before the Tuesday's proceedings wrapped up.
"We don't use any customer surveys, focus groups, or typical things of that nature," Schiller said. "That plays no role in the creation of the products."
The statement is somewhat incongruent with an AppleInsider report outlining Apple's "Customer Pulse" campaign designed to "provide input on a variety of subjects and issues concerning Apple." While not a traditional marketing research study, the online group has users fill out up to two short surveys a month regarding owned Apple products.
In a related report, court documents were unearthed by The Wall Street Journal pertaining to an iPhone adoption study labeled âApple Market Research & Analysis, May 2011.â
Further explaining Apple's stance on market research, Schiller said, "you never ask people 'what features do you want in a new product? You need to accumulate that yourself."
The executive's statements are similar to those made by late Apple co-founder Steve Jobs who said, "it's hard for customers to tell you what they want when they've never seen anything remotely like it."
Schiller will continue his testimony when court proceedings resume on Friday.
38 Comments
Dear Samsung,
Since you're too lazy to make your own phones and too lazy to even research our business model properly, here's legal testimony where we state what we've said publicly for years.
Sincerely,
Phil "I can't believe this even got to trial" Schiller.
From reading just the title I was going to comment that Apple does research their markets, they just don't use typical market research but I see that was addressed in the article. So any guesses on the length of this trial?
So any guesses on the length of this trial?
Three years. Minimum.
If something as effing clearcut as Apple v. Psystar can last a year and a half, something this stupidly clearcut will surely last longer. Unlike Psystar, Samsung has money.
[quote name="Tallest Skil" url="/t/151660/apple-doesnt-rely-on-market-research-says-marketing-chief-phil-schiller#post_2158943"] Three years. Minimum. If something as effing clearcut as [B]Apple v. Psystar[/B] can last a year and a half, something this stupidly clearcut will surely last longer. Unlike Psystar, Samsung has money. [/quote] That was years of legal battle, that was not 3 years of a trial.
wow, do you guys even read what you write?
the existence of some kind of post-product launch inquiry or survey by *marketing* groups has nothing to do with doing user testing or focus group testing during the design or pre-launch process. apple clearly does NOT do that.
i have seen first hand, working in another mobile company's design group, how that can absolutely wreck the product creation process. again, apple clearly does not allow this to happen. i have never met a product designer who does not respect apple's work, and i am sure half of it is jealously in the way apple allows their designer to design. i mean, their chief designer sits at executive level!