Apple's reputation improves, Samsung's diminishes
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Apple's reputation improves, Samsung's diminishes

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, according to Morpace, a survey marketing research and consulting organization specializing in the automotive, financial services, healthcare, retail & consumer goods and technology industries.

The Omnibus shows that 48% 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% 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, according to Morpace. Consumers feel that the tablet and smartphone market as a whole, especially for Android devices, will experience an overall negative impact.

"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," says 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 says. "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 adds. Interest in the details of the court case remains high. Nearly 70% 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% 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 info.

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