Forstall, senior vice president of iOS, recalled the challenges of developing the original iPhone. Apple first started working on the iPad in 2003 as an alternative to a cheaply made laptop, which it didn't want to build, he said. In 2004, it shifted that work to the phone platform because it saw a chance to transform a huge industry.
Jobs instructed Forstall, who had worked for him since joining NeXT Computer in 1992, to form the user-interface team for the iPhone without hiring anyone from outside Apple.
The "Purple Project"
Forstall had to recruit employees without telling them what project they were signing up for or who they would be working for, but that they would have to give up their nights and weekends for a couple of years. The iPhone work was called the "Purple Project" and took place in a highly secure workspace on Apple's Cupertino, California, campus called the "Purple Building."
"It was very much like a dorm. People were there all the time," Forstall said. A sign at the entrance said, "Fight Club," because the Purple Building borrowed its cardinal rule from the movie of the same name, he said. The first rule of the movie's Fight Club was to never talk about the Fight Club.
But both Apple executives emphasized the risks the company took by building and introducing the iPhone and iPad. The company hopes to paint Samsung as ripping off Apple's big investments in the products. Apple postponed other products in order to build the team that would develop the iPhone, with no guarantee that the product would succeed, Forstall said.
After Samsung cross examined Forstall about whether Apple had borrowed ideas from Samsung, Apple's legal team asked him whether he had copied that company's phones.
"I never directed anyone to go and copy anything from Samsung," Forstall said. "We wanted to build something great ... and so there was no reason to look at something they'd done."
Apple attorney Bill Lee questioned Samsung's Denison about what it called internal Samsung analyses of the iPhone. One such analysis included the recommendation, "Remove a feeling that iPhone's menu icons are copied by differentiating designs."
Denison said Samsung's strategy is to gain "a sustainable advantage" in the market using core competencies that its rivals don't have. If Samsung copied rivals products, "that would not represent a sustainable advantage," Denison said.
The dueling lawyers and Judge Koh also continued to wrestle over the large volume of objections and motions for reconsideration coming from both sides in the case. Early in the day, Koh had ordered the companies to deliver all their objections in front of the jury, using up the time they have allotted for arguing their cases. In a conference following Friday's testimony, Koh said she would allow lawyers to submit two objections per witness on paper.
The case is 11-01846, Apple v. Samsung Electronics, in the U.S. District Court for the Northern District of California.