After the damaging verdict against it in a U.S. court last month that found it guilty of infringing on Apple Inc.(NASDAQ:AAPL)’s patents and copying its designs, Samsung is under pressure to come up with new innovative phone designs.
Last month a federal court in San Jose, California upheld Apple's clams that the Korean handset maker had infringed on its patents and copied the designs of its iPhones and iPads and used that to design its Galaxy range of smartphones and tablets.
Apple has sought a ban on the sales of several of Samsung's devices including its recently launched galaxy SIII and Galaxy Note.
Samsung's engineers have now to move away from following Apple's designs and come up with their own standards and benchmarks.
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“They need to change their innovation model,” Sohrab Vossoughi, founder of Ziba, a design firm in Portland, Oregon, that counts Samsung among its clients, told Bloomberg.
“Change of cultural mindset is going to be the biggest barrier."
Another company that deals with enforcement of intellectual property rights said that the company would have to make a conscious decision to move away from Apple.
“Their products look like knockoffs. The judge indicated the changes have to be substantial.”
Samsung will have to move away from creating rectangles with rounded corners which is a trademark of Apple’s iPhones.
Its recently released phones, showcased at the Berlin electronics fair, showed devices that had larger screens than that of Apple and taller phones too.
The company can also play around with its screens, in terms of definitions and features, since that is where its expertise lies.