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Apple to effectively advertise Samsung?

US tech giant Apple has been ordered to run an advert in the UK saying that Samsung did not copy the iPad, reports have revealed.

According to news organisation Bloomberg, Apple must feature the notice on its British website for six months, as well as publishing it in national newspapers.

The almost unbelievable order comes from a high court judge, and follows the ruling earlier this month that found Samsung did not infringe Apple’s patients.

Making his ruling on 9 July, Judge Colin Birss said that Samsung had not broken and patents because the iPad is ‘cool’ and the Galaxy Tab is ‘not as cool’.

Blow for Apple

We don’t think we needed a judge to tell us that, but it was a blow for Apple in its ongoing battle to sue as many manufacturers as possible.

But now it looks as though Apple’s humiliation is going to continue, as the court-ordered website notice and newspaper adverts will have to mention its bitter rival directly.

There has long been a tradition in the tech world to not mention competitors directly in advertising, even though many of them used incredibly thinly-veiled references to one another.

The exact content of the advert is not yet known, and there is no guarantee that they will ever see the light of day. But if they do go ahead, it could be damaging to the pristine Apple brand, not to mention highly embarrassing.

Advert for Samsung

The notice will effectively be an advert for Samsung, and could sit on Apple’s website for half a year, and feature in influential publications like The Daily Mail, The Guardian and T3 Magazine.

Samsung said after the court ruling on 9 July:

“Should Apple continue to make excessive legal claims based on such generic designs, innovation in the industry could be harmed and consumer choice unduly limited”

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