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Full Article | Slideshow Apple and Samsung take legal battle to the "hot tub" Space weather and the coming storm Follow Reuters Facebook Twitter RSS YouTube Read NASA rover Curiosity makes historic Mars landing, beams back photos | 11:14am EDT Syrian prime minister defects, fighting goes on | 4:15pm EDT Romney, Republicans again outraise Obama in July 12:27pm EDT Sikh temple gunman was ex-soldier linked to racist group | 5:36pm EDT Standard Chartered may lose NY license over Iran ties 5:42pm EDT Discussed 223 Exclusive: Obama authorizes secret U.S. support for Syrian rebels 160 Union leader strives to ease Obama’s ”white guy problem” 107 Chick-fil-A faces ”kiss-in” protest in gay marriage flap Sponsored Links Pictures Reuters Photojournalism Our day's top images, in-depth photo essays and offbeat slices of life. See the best of Reuters photography. See more Tragedy in Wisconsin A gunman kills six at a Sikh temple in Wisconsin. Slideshow Battle for Aleppo Olympic athletes succumb to gravity when they flip, trip or fall. Slideshow Apple: iPhones created design crisis for Samsung Tweet Share this Email Print Related News Apple and Samsung take Australian legal battle to the "hot tub" 2:32pm EDT Apple's Jobs was open to making a smaller iPad: executive Fri, Aug 3 2012 UPDATE 2-Apple's Jobs was open to making smaller iPad-exec Fri, Aug 3 2012 Apple seeks severe punishment for Samsung lawyer's actions Thu, Aug 2 2012 Apple, Samsung launch salvos as smartphone trial heats up Tue, Jul 31 2012 Analysis & Opinion Counterparties: Low tech 3rd Circuit shocker: Pay-for-delay drug settlements are illegal Related Topics Tech » Media » South Korea » iPad » A customer looks at the screen of an iPad in an Apple store in central Prague, October 6, 2011. Credit: Reuters/Petr Josek By Dan Levine and Edwin Chan SAN JOSE, California | Mon Aug 6, 2012 5:03pm EDT SAN JOSE, California (Reuters) - Apple Inc trotted out a veteran designer to bolster its claims that Samsung Electronics copied the iPhone, after the smartphone's 2007 launch triggered a "crisis in design" for the South Korean electronics giant. Lawyers for Apple showed an internal Samsung document that likened the look of their rival gadgets to "Heaven and Earth." But Samsung strategy chief Justin Denison called that kind of language "hyperbole," saying it sounded like something senior executives would have used to motivate and energize employees. "What we would like to be able to do is just compete in the market," Denison said. Asked by Apple attorney Bill Lee whether there was a difference between competing "fairly and squarely" and taking someone else's intellectual property, he said: "Yes." Apple later called Peter Bressler, a college professor with electronics design experience and some 70 patents to his name, who analyzed a number of Samsung Galaxy gadgets and the iPhone and iPad. They were "substantially the same", said Bressler, who lectures at the University of Pennsylvania and founded the design firm Bressler Group. He has worked with clients including Motorola in the past. "The aesthetics they (Apple) were trying to achieve were particularly difficult and expensive," said Bressler, who said he read numerous depositions of Apple employees and discovered the company employed special machine processes, for instance. Apple and Samsung are going toe-to-toe in a high-wattage patents dispute, which mirrors a fierce battle for industry supremacy between two rivals that control more than half of worldwide smartphone sales. BEHIND THE VEIL Bressler examined a number of gadgets, Apple's patents on file, and even a Wired article before forming his conclusion that Samsung had borrowed multiple Apple design elements. But under cross-examination from Samsung's lawyer, he said consumers ultimately were unlikely to confuse the two brands -- a key contention in the case. The U.S. company accuses Samsung of copying the design and some features of its iPad and iPhone, and is asking for billions of dollars in damages and sales bans. The Korean company, which is trying to expand in the U.S. market, says Apple infringed some of its key wireless technology patents. The trial began last week and has already granted Silicon Valley an unprecedented peek behind the curtain of Apple's famously secretive design and marketing machine. On Friday, lawyers showed Apple Vice President Eddy Cue urging then-Chief Operating Officer Tim Cook in January 2011 to build a mini-iPad because he believed there was a market for a seven-inch tablet. Late co-founder Steve Jobs was "receptive" to the idea, according to Cue's email, fanning speculation Apple plans to make a mini-iPad to take on cheaper gadgets from Google Inc and Amazon. (Reporting By Edwin Chan; Editing by Steve Orlofsky) Tech Media South Korea iPad Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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