iPhone 'thinnest smartphone' win; Apple brings Samsung patent fight to UK

Summary:Apple has the "world's thinnest smartphone", but it doesn't. A short story on how the iPhone maker can win-over the British advertising authorities.

Size does matter, at least in the mobile market space.

Though only a minor marketing win for Apple, the Cupertino giant is still going for Samsung's jugular, as it wins the rights to call the iPhone the "world's thinnest smartphone" -- but only in the United Kingdom.

But it isn't. Just because we are told something that appears to be true, does not necessarily make it true.

Apple marketed the iPhone 4 as the "world's thinnest smartphone" at 9.3mm thick. Samsung challenged this with its mostly 8.71mm thick Galaxy S II handset.

But the UK's Advertising Standards Authority went with Apple on the ruling, stating that the "Galaxy S II had prominent bulges at the top of the device".

"Apple said consumers would not be interested in the thinnest part of the device, but in its overall measurements, as these would, for example, affect whether the device could fit into a pocket or purse", the advertising watchdog went onto say.

It added: "The iPhone 4's thickest point was thinner than the thickest point of the Samsung Galaxy S II."

Apple is hurting Samsung in a lot of ways. Now, believed to be in its twentieth jurisdiction to file suit in, the UK is the latest country in which Apple is bringing the fight closer to the end consumer.

Not only is Apple hitting Samsung through the advertising attacks mentioned, but through an ongoing, series of nasty patent disasters, which has in many cases left to many of Samsung's phones being banned from selling.

The suit in the UK proves one thing: Apple is going after Samsung for any reason it can, in little, petty disputes.

Granted, one can see that the marketing tool alone for having the world's thinnest smartphone is unique and a powerful tool for selling. I don't think Apple realises how well the iPhone is selling. The company is famed for its perfectionism, but maybe on a psychological level, it is suing because it simply believes the iPhone is not good enough?

Apple has greater problems to deal with, in the wake of Steve Jobs' resignation. While this is a small victory for Apple, it could be focusing on other, more important things than crushing a global phone giant that happens to be its rival.

Apple also filed separately against Samsung in the UK over Android patents, in which Samsung is naturally counter-suing.

Can you see any sign of let up until Samsung is crushed into the ground? I think Apple is like a dog with a bone, and will not stop until it has gnawed away enough of its competitor to kill off their smartphone division.

Related:

Topics: iPhone, Apple, Hardware, Legal, Mobility, Samsung, Smartphones

About

Zack Whittaker writes for ZDNet, CNET, and CBS News. He is based in New York City.

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