Users would be willing to pay as much as $100 extra for three of the features available on Apple Inc.(NASDAQ:AAPL)’s iPhones such as scrolling, zoom and multitouch, according to a survey done for Apple.
Market research expert John Hauser testifying at the Apple versus Samsung trial here on Friday, commented on the results of the survey he had conducted over the Internet asking customers how much they would pay for some of the technologies under dispute in the lawsuit.
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“I concluded Samsung consumers are willing to pay a substantial price premium for features associated with the Apple patents in this case,” said Hauser, professor at the MIT Sloan School of Management and witness for Apple.
“It’s a good survey, and I think the numbers make sense,” Hauser said. “I believe the direct examination got the message across,” he later added.
Apple and Samsung Electronics are locked in a bitter dispute where the Cupertino-based company has accused the Korean handset maker of copying the designs of its phones and tablets and used it for its Galaxy range of mobile devices.
Samsung has taken global leadership in the sale of smartphones overtaking Apple earlier this year.
Apple had to present the testimony related to the survey within a short span of 25 minutes allowed by the Judge Lucy Koh. Samsung's lawyer William Price asked Koh to throw out the testimony based on the survey as it did not reveal the details of the survey.
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Price argued that the methodology of the survey had not been explained to the jury. He also pointed out that the survey was flawed since it did not cross-verify whether it would be realistic to charge as much as the survey said users would pay for it. "You could have checked if the market figures you suggested were realistic,' he told Hauser.
Koh struck down Samsung's request to throw out the evidence.