Apple's 'apology' to Samsung is a hoot

Posted by Emma Woollacott

Very gratifyingly, Apple's done exactly as I suggested last week, and published an 'apology' to Samsung that points out just how uncool the Galaxy Tab is compared with the iPhone.

After losing a High Court appeal in the UK last week, Apple was ordered to publish newspaper advertisements and a statement on its website acknowledging that Samsung hadn't copied its designs.

But as apologies go, this one's not, um, particularly apologetic. The company focuses almost entirely on an earlier, notorious court decision in which High Court judge Colin Birss ruled that the Galaxy Tab 10 couldn't be confused with Apple's iPad because it simply wasn't as cool.

And, in its website statement, the company quotes the judge at length on the subject of the two tablets.

"The informed user’s overall impression of each of the Samsung Galaxy Tablets is the following. From the front they belong to the family which includes the Apple design; but the Samsung products are very thin, almost insubstantial members of that family with unusual details on the back," it  reads.

"They do not have the same understated and extreme simplicity which is possessed by the Apple design. They are not as cool."

To finish off its statement, Apple makes it clear that it disagrees with the court's decision, pointing out that other jurisdictions have come to the opposite conclusion. Indeed, the closing words of the statement are:  "So while the U.K. court did not find Samsung guilty of infringement, other courts have recognized that in the course of creating its Galaxy tablet, Samsung willfully copied Apple’s far more popular iPad."

And the company's not exactly given the statement pride of place on its website, relegating it to a link at the bottom of the page, right next to a link to its cookie use policy.

It's always delightful to see multinational companies behaving like stroppy children in a schoolyard. But I have to say that when I suggested last week that Apple base its apology on the 'not as cool' statement, I never expected the company to do it quite so enthusiastically.

Of the six paragraphs in the 'apology', two give the bare facts of the legal position, two praise the iPad at the expense of the Galaxy Tab, and one implies the judge made the wrong decision. I suspect he'll not be pleased...