庭审大战揭开苹果神秘面纱

"I never instructed anyone to copy anything from Samsung," Mr Forstall said later.
福斯托其后表示："我从未指示任何人抄袭三星的任何东西。"

During Mr Schiller's testimony on Friday, he described how Apple builds the hype around new products. Immediately after the first iPhone was launched in January 2007, Apple did not spend any money on advertising, instead trading on the excitement when Mr Jobs unveiled the device. Dedicated Apple employees are charged with "buzz marketing" and securing product placement in TV shows and films, Mr Schiller said.
席勒在上周五出庭作证时，介绍了苹果如何围绕新产品构建起庞大的营销攻势。在2007年1月首款iPhone手机刚刚发布之时，苹果没有投入任何资金进行广告宣传，而是抓住乔布斯发布这款产品时引起的狂热大做文章。席勒称，全情投入的苹果员工们承担起了"蜂鸣营销"的任务，并在电视节目以及电影中争取到了植入iPhone产品的机会。

Then closer to the June launch date, Apple began a TV, billboard and press ad campaign that taught people how to use the new device, he said. Total advertising spending for the iPhone has grown from $98m in 2008 to $226m in 2011.
他表示，其后，随着6月份首款iPhone正式发售期的临近，苹果启动了覆盖电视、广告牌以及平面媒体等多种渠道的广告宣传攻势，教给消费者如何使用这款新手机。用于iPhone宣传的广告总支出从2008年的9800万美元猛增至2011年的2.26亿美元。

Apple's market research into iPhone owners showed that its customers valued its design and its user interface highly – key planks of its case against Samsung. This approach makes copycat products particularly damaging, Mr Schiller argued, because customers might become confused.
苹果对iPhone手机用户进行的市场调查显示，用户对iPhone外观设计以及用户界面的评价颇高——这是苹果反击三星的主要论据。席勒指出，在这种情况下仿制产品造成的危害尤为突出，因其可能使消费者感到迷惑。

In cross-examination, Samsung's legal team sought to show that touch-screen phones and mobiles which could play music and movies predated the iPhone.
在交叉询问中，三星的法律团队力图说明在iPhone问世之前，就已经有了可以播放音乐和视频的触摸屏手机和移动设备。

Samsung went on to show other market research, which it suggested showed that design was a lower priority than other factors, such as price, when Americans buy smartphones.
三星还给出了其他市场调查结果，称其表明美国消费者在购买智能手机时，对产品设计的重视程度低于价格等其他因素。

But one Apple secret remained intact. Apple's public relations team looked on nervously on as Mr Forstall was asked by Samsung's attorney about details of the next iPhone, which his questioner suggested would have a different design.
但苹果的一个关键秘密仍然没有公开。在福斯托被三星的律师问及有关新一代iPhone的具体细节时，苹果的公共关系团队表现得非常紧张。三星的律师指出，新一代iPhone的外观设计可能发生变化。

To the disappointment of the assembled press pack, and relief of the PRs, Mr Forstall declined to answer.
福斯托拒绝回答该问题，这让庭审现场聚集的各路媒体深感失望，同时也让苹果的公关团队长舒了一口气。

The trial continues.
目前庭审仍在继续。