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Consumers see Apple v Samsung court case as a referendum on market leadership

FARMINGTON HILLS, Mich., Oct. 8, 2012 /PRNewswire/ -- Apple's reputation as the leader in technological innovation has improved while Samsung's brand image has been tarnished by the recent legal battle between the two companies in U.S. federal court, according to the latest Morpace Omnibus.

Consumers are well aware of the California court case, with Apple winning its product infringement suit in August. Furthermore, many U.S. consumers feel that overall, product pricing and offerings within the tablet and smartphone markets will be adversely affected by the court ruling.

The Omnibus shows that 48 percent of all U.S. consumers who are smartphone and tablet purchase intenders, or who influence technology decisions within their company, feel Apple's image as the pre-eminent leader in technology, innovation and design has been enhanced by the court ruling. Meanwhile the long-term competitive position of Samsung as a smartphone and tablet manufacturer is also questioned by 48 percent of all U.S. consumers.

Moreover, many consumers question the viability of the Android operating system, as consumer confidence in buying smartphones and tablets that rely on the Android operating system is decreasing. Consumers feel that the Tablet and Smartphone market as a whole, especially for Android devices, will experience an overall negative impact:

  • The range of selection and variety of smartphones and tablets available to the consumer in the marketplace (negative impact: 42%);
  • The price of smartphones and tablets (negative impact: 38%);
  • Consumer confidence to buy smartphones and tablets that rely on the Android operating system (negative impact: 27%);
  • The long-term viable future of Android as an operating system for smartphones and tablets (negative impact: 26%).

"These Morpace Omnibus findings support the fact that while Apple is gaining credibility and brand identity at the expense of Samsung, the impact on Android itself as an operating system is more muted," said Research Director Jeff Dodge, Morpace Technology industry expert.

Consumers say that Microsoft and BlackBerry apparently have not yet benefited from the recent Apple v. Samsung controversy, and might find it difficult to gain market share because of the court case, Dodge added.

"Apple has a window of opportunity to capitalize on its stature as the leader in technological innovation and design in its upcoming brand-building and communications activities," Dodge said. "Meanwhile Samsung should proactively strengthen its image as a long-term financially viable smartphone and tablet manufacturer."

Other key players in the smartphone and tablet product categories need to address consumer "angst" over the threat of less competition, Dodge added.

Interest in the details of the court case remains high. Nearly 70 percent of U.S. consumers say they are aware of the recent court case – evidence that the story succeeded to reach a wide swath of the consumer marketplace.

Most importantly, 18 percent of U.S. consumers say they are "very interested in the issue and will continue to follow developments surrounding the issue."

The Morpace Omnibus is a monthly online survey matched to U.S. Census demographics. The August survey interviewed 999 American consumers. Visit for more information or contact Morpace at 248-737-5300.

About Morpace Inc.

Morpace is a full-service survey marketing research and consulting organization specializing in the automotive, financial services, healthcare, retail & consumer goods and technology industries. Morpace provides global expertise and proprietary solutions in four core areas: brand and communications; consumer choice; market and product development; and customer experience management including satisfaction, loyalty and retention.

Morpace, an ISO 9001:2008 certified organization (Detroit headquarters), has offices in Los Angeles, London and Shanghai. It is one of the 30 largest U.S.-based market research and consulting firms according to the 38th annual Honomichl list of the top 50 market research firms across the U.S. as published in the June 2012 issue of Marketing News, an American Marketing Association (AMA) publication.

SOURCE Morpace Inc.