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PLAINTIFF’S EXHIBIT NO. United States District Court Northern District of California No. 11-CV-01846-LHK (PSG) Apple Inc. v. Samsung Elecs. Date Admitted:__________ By:_________ 44

Samsung Relative Evaluation Report on S1, iPhone

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Written in 2010, this competitive analysis shows benchmarking by Samsung’s product engineering team, and an overwhelmingly detailed screen-by-screen comparison of the iPhone and the Galaxy S I, in an effort to document and improve upon iPhone design failures and UI. Industry competitive intelligence or not, Apple is using this document to gain leverage in the $2.5 billion patent battle between the two tech giants.

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Page 1: Samsung Relative Evaluation Report on S1, iPhone

PLAINTIFF’S EXHIBIT NO. United States District Court

Northern District of CaliforniaNo. 11-CV-01846-LHK (PSG)

Apple Inc. v. Samsung Elecs.

Date Admitted:__________ By:_________

44

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All implemented in one screen.

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Date of creation/time aredisplayed together at thetop right, so the userscan have information onthe accurate memocreation date and time,and the convenience ofuse is enhanced

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Modification should be made so that an alarm pop-up and keypad don't overlap.

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It feels crowded becausethe left and right gapsbetween numbers arenarrow.

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insufficient

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Double Tap only supports expansion/reduction therefore it's not possible to move quickly from the expanded screen mode.
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After the screen has been expanded and another point is Double tapped, it moves to another screen and expands that screen
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After the screen has been expanded and another point is Double tapped, the screen reduces to the original size.
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After the screen has been expanded and another point is double tapped, it moves to the area that was pointed and expands the screen.
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Only partial expansion is possible..
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After the screen has been expanded and another point is double tapped, the screen reduces to the original size.
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Only overall expansion/reduction is possible.
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After entering a specialcharacter by pressing theinput mode switch button atthe right bottom, theapplicable part should bepressed again to return tomanual

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It is inconvenient to scroll left and right

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Should enlarge the size of the posted item to distinguish them from the poster'simage

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Inconvenient to control music play during BGM play when the LCD is off

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No animation effect when deleting messages

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In many instances,unrelated functionshave similarbackground colors,failing to provideuniformity and oftencausing confusion as toeven their functions. Feels awkward since allicons have frames on the background

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Usage of indistinguishable icons for different functions makes for difficult differentiation
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Instant recognizability due to highly intuitive icon usage.
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: Difficult differentiation due to icons that are duplicative or are intuitively deficient.
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Minimize replicate icons; can feel icons were made in consideration of the user, for instant recognition and ease for the user.
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Confusion can result from indistinguishable icons like Message and e-mail.
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Change replicate icons and select and use highly intuitive icons. For appls that have long names, change long names to simple ones or change the long name so it can be expressed at once for ease of recognition.
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Directions for Improvement
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Translation
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Confidential
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Difficult to read because default key input mode is lower case and small in size

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Insert effects of light for a softer, more luxurious icon implementation. Make the edge curve more smooth to erase the hard feel. Remove a feeling that iPhone's menu icons are copied by differentiating design.
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Menu icons lacking in three dimensional effect using light.
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Icon edge curvature not fluid.
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Strong impression that iPhone's icon concept was copied.
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Graphical UI of the menu icons are monotonous.
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There is no feeling of receiving light, and deficient feeling of softness in the curvature of icon corners.
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It maximizes a 3 dimensional effect utilizing light and the curve of icon frames is smooth
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Light used for a three dimensionality; gives a luxurious feel.
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Curves are fluid to give a soft and comfortable feel.
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Confidential
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Translation
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Directions for Improvement
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Peter Mauro Schroepfer 6397 Thornhill Dr. Oakland, CA 94611

[email protected] [email protected]

Certificate of Translation

10 May 2012

I hereby certify that this Korean to English translation of pages SAMNDCA00203880 to SAMNDCA00204010 of the document with the beginning Bates number SAMNDCA00203880 is an accurate and complete rendering of the contents of the source document to the best of my knowledge, except for the word “TRANSLATION” at the upper right corner of each translated page. I further certify that I am competent in both languages and have twenty years of professional experience in Korean to English translation.

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