Samsung’s “Next Big Thing” ads drove Apple’s Phil Schiller crazy

Samsung’s “Next Big Thing” advertising campaign, which frequently cracked fun at people standing in line outside of Apple stores for product launches, drove Apple’s marketing chief Phil Schiller crazy. That’s according to Samsung, which is in the process of drawing out volumes of internal Apple documents as part of its lawsuit with the company that kicked off this week in a California court. “We will show you internal Apple documents, documents that haven’t been made public before, and showed how Apple was really concerned about competition from Android, and in particular Samsung,” John Quinn of law firm Quinn Emanuel Urquhart & Sullivan, which is representing Samsung in the trial, told an eight-person jury. “This new, edgy marketing strategy … it drove Apple crazy.”