Sat August 4, 2012 12:01pm
The goal was to instill products with a high "lust factor," said Schiller.
When Samsung came out with its Galaxy line of smartphones similar to the iPhone, Schiller testified that he was "shocked" and that the copying created problems for his marketing team.
"When someone comes up with a product that copies that design and copies (our) marketing, customers get confused about whose product is whose," said Schiller.
Schiller said he was "even more shocked" when Samsung launched its Galaxy tablet computer, alleged to be a copy of the iPad.
He said his reaction was "they've done it again, they're just going to copy our entire product line."
Another prominent Apple executive on the stand Friday was Scott Forstall, who built the super-secret team that created the iPhone.
"We wanted to build something great without anyone else finding out what we were doing and leaking it," he testified.
The user interface features Apple is suing Samsung over -- like double-tapping to navigate a web page -- were not small things, Forstall told the jury.
"I personally dedicated years of my life to this, as did hundreds of people on this team," he said.
Jurors on Tuesday began hearing the biggest US patent trial in decades, with billions at stake for the tech giants.
Apple is seeking more than $US2.5 billion in the case accusing the South Korean firm of infringing on designs and other patents from the iPhone and iPad maker.
This is one of several cases in courts around the world involving the two electronics giants in the hottest part of the tech sector -- tablet computers and smartphones.
While the results so far have been mixed in courts in Europe and Australia, Samsung is clearly on the defensive in the US case.
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