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Laura Sydell: Apple and Samsung are out to get each other.
Carl Howe: This is officially World War III.
Laura: Carl Howe is an analyst with [1]Yankee Group.
Carl: I think this is a case of whether the iPhone really, as Apple claims, changed the world, in 2007.
Laura: Howe says think about the smartphone you had before that.
Carl: Phone designs were kind of 2)boxy and they had keyboards.
Laura: When iPhone came out, the commercials showed a hand interacting with the glowing elegant iPhone.
(Soundbite of commercial)
Narrator: This is how you turn it on. This is your music.
Laura: It had soft edges and a clear glass face.
(Soundbite of commercial)
Narrator: And this...is a call, on your iPhone.
劳拉·斯德尔：苹果和三星都想彻底收服对方。
卡尔·霍维：这是正式的“第三次世界大战”。
劳拉：卡尔·霍维是扬基集团的一位分析家。
卡尔：我认为这个案例是有关苹果是否真如他们声称的那样：在2007年改变了世界。
劳拉：霍维说回想一下（苹果手机出现）之前你所拥有的智能手机的样子。
卡尔：那时的手机外观几乎是四方形的，而且有键盘。
劳拉：当苹果手机出现后，广告展现了手与耀眼而雅致的苹果手机之间的互动。
（广告片段录音）
旁白：你就像这样开启它，倾听你的音乐。
劳拉：它有着光滑的边缘和清晰的镜面。（广告片段录音）
旁白：而这……是在你苹果手机上接到的电话。
Laura: iPhone was a big hit and Howe says other smartphone makers, including Samsung, changed the way they designed their phones.
Carl: After iPhone was introduced, suddenly all the designs looked like black 3)slabs with touch 4)interfaces, no keyboards and lots of icons.
Laura: Imitation may be the sincerest form of flattery but in the world of business, where style and design are part of what make a brand like Apple unique, imitation is seen more as a way to confuse customers. Howe says Apple patented designs for its iPhone and iPad tablet.
Carl: They’re things like a flat, clear surface on the front of the product or a 5)rectangular product with four evenly 6)rounded corners. Lots of things that just sound like, oh, you can get a patent for that? But they fundamentally determine what the device looks like.
Laura: Samsung and Apple would not speak on tape for this story. A recent court filing by Apple compared pictures of Samsung smartphones before the iPhone, and after. Some of the earlier versions have keyboards or other buttons, and they have sharper corners.
Mark Lemley a professor at Stanford Law says the patent office isn’t always right when it grants patents. Take that rectangle, with the round corners.
Mark Lemley: That really is a patent of 7)stunning 8)breadth. If you take seriously the idea, when you look at the 9)diagram in the patent, that Apple gets to own a computer that’s shaped like a rectangle. Well, then designing around going to be very hard for Samsung or anybody else.
Laura: Other critics say, even if Apple did it best, it still wasn’t even the first to get a patent on these designs. David Martin is the chairman of [2]M-Cam, a company that evaluates the value of patents.
David Martin: The difference between the emotional response that says these things look alike and the actual construction of the patent law are two different things, and that line has been entirely blurred.
劳拉：苹果手机大受欢迎，霍维说其他的智能手机制造商，包括三星，都改变了他们设计手机的方式。
卡尔：在苹果手机引进之后，一瞬间所有智能手机设计看似都是带触摸屏界面的黑色厚片，没有了键盘和大量的图标。
劳拉：模仿也许是最虔诚的恭维方式，但在商业世界这个风格和外观可部分造就一个如苹果一样独一无二的品牌的地方，模仿更多的被视为一种迷惑消费者的手段。霍维表示，苹果独创的设计是为其苹果手机和苹果平板电脑服务的。
卡尔：它们（译者注：这里指霍维所说的那些苹果的独创设计）是诸如产品正面的平滑、清晰的表面，还有具有平坦圆角的矩形产品。哦，听起来是很多东西，难道你都可以为此去申请个专利？但它们从根本上决定了这台机器的模样。
劳拉：三星和苹果公司不愿对此置评。苹果公司最近向法院提交的一份文件对比了三星智能手机在苹果手机出现之前和之后的图片。一些早期的手机款式是有键盘或者其他按键的，而且它们的四角也更锐利。
马克·莱姆利是斯坦福大学法学院的一位教授，他说专利局在授予专利时也并非总是正确，像这种有着圆角的矩形产品就是个例子。
马克·莱姆利：那个专利确实有着令人惊讶的大尺度。当你接受专利图时，如果你认真看待这个创意了，那么苹果公司就开始独家拥有形似矩形的电脑。于是对于三星公司或其他任何人来说，专利回避设计就将变得非常困难。
劳拉：另外一些评论家说即使苹果用尽全力，它都无法在这些设计上最先拿到专利权。大卫·马丁是M-Cam公司的董事长，M-Cam是一家评估专利价值的公司。
大卫·马丁：情感反应说这些东西看上去很相似，而专利法的实际构建是两种不同的东西，差异的界限已经完全模糊。
Laura: Emotional response may be Apple’s most effective weapon, especially in this case. Apple did change the way people use and think about smartphones and they opened up a new market for tablet computers. And analyst Carl Howe says they may be able to make a sympathetic case to 10)jurors.
Carl: One of the things Apple is good at, they’re really good at presenting information, in very influencing ways. So I would actually give them an edge simply because they’re probably going to be able to make their case in a way that a jury will understand.
Laura: And this is just one of many cases in the U.S. and around the world where Apple is pursing Samsung and other rivals, such as HTC. In all of them, the other companies pull out a few patents of their own and sue Apple right back. Stanford Professor Mark Lemley thinks it’s a sign that something is wrong with the patent system, which is meant to promote innovation.
Mark: They’ve probably spent $700 million in legal fees and at the end of the day, everybody has got enough patents that they could all interfere with each other making products. That’s not the way we want innovation to work.
Laura: And for consumers, this might bring higher prices and fewer choices. In fact, in Europe a judge banned Samsung’s Galaxy 7.7 tablet from stores. But for Apple, which recently saw sales of its iPhone slow, this may be a battle worth fighting.
劳拉：情感反应也许是苹果公司最有效的武器，特别是在这个案例中。苹果公司改变了人们使用和看待智能手机的方式，而且他们还为平板电脑开辟了一个新市场。分析家卡尔·霍维说他们也许能够向陪审员提出一个值得同情的案例。
卡尔：苹果公司很擅长的其中一件事就是，他们真的很会提供颇有影响力的信息。所以就因为他们将很可能让他们的案例以一种陪审员会理解的方式来阐明，我都认为他们更有优势。
劳拉：这只是美国乃至世界范围内，苹果公司和三星及其他竞争对手，比如HTC的诉讼案中的一例。在所有这些案例当中，其他公司拿出自己拥有的少数几个专利来起诉苹果公司，以作反击。斯坦福大学教授马克·莱姆利认为这表明专利系统中存在某些问题，注定需要改革。
马克：他们大概已经花了70亿美金的诉讼费，到了最后大家都拥有足够多的专利来干扰彼此的产品生产。这不是我们想要改革起到的作用。
劳拉：而对于消费者来说，这可能导致更高的价格和更少的选择。在欧洲，的确有一个法官禁止三星Galaxy7.7平板电脑在商店出售。但对于目睹近期苹果手机销售增长缓慢的苹果公司来说，这或许是一场值得打下去的战争。[1] Yankee Group 扬基集团，在通讯和网络领域从事研究与咨询的全球领军者。该公司帮助商家理解对通信与信息交互起驱动作用的产品与服务的开发、部署与消费，帮助他们认识这一过程中的机会、风险与竞争压力。
[2] M-CAM 美国著名的专业知识产权分析和评估机构。它创建了世界上第一个智能化的专利风险评估系统，得到纽约银行威斯敏斯特研究集团的高度肯定并向全球发布。
Carl Howe: This is officially World War III.
Laura: Carl Howe is an analyst with [1]Yankee Group.
Carl: I think this is a case of whether the iPhone really, as Apple claims, changed the world, in 2007.
Laura: Howe says think about the smartphone you had before that.
Carl: Phone designs were kind of 2)boxy and they had keyboards.
Laura: When iPhone came out, the commercials showed a hand interacting with the glowing elegant iPhone.
(Soundbite of commercial)
Narrator: This is how you turn it on. This is your music.
Laura: It had soft edges and a clear glass face.
(Soundbite of commercial)
Narrator: And this...is a call, on your iPhone.
劳拉·斯德尔：苹果和三星都想彻底收服对方。
卡尔·霍维：这是正式的“第三次世界大战”。
劳拉：卡尔·霍维是扬基集团的一位分析家。
卡尔：我认为这个案例是有关苹果是否真如他们声称的那样：在2007年改变了世界。
劳拉：霍维说回想一下（苹果手机出现）之前你所拥有的智能手机的样子。
卡尔：那时的手机外观几乎是四方形的，而且有键盘。
劳拉：当苹果手机出现后，广告展现了手与耀眼而雅致的苹果手机之间的互动。
（广告片段录音）
旁白：你就像这样开启它，倾听你的音乐。
劳拉：它有着光滑的边缘和清晰的镜面。（广告片段录音）
旁白：而这……是在你苹果手机上接到的电话。
Laura: iPhone was a big hit and Howe says other smartphone makers, including Samsung, changed the way they designed their phones.
Carl: After iPhone was introduced, suddenly all the designs looked like black 3)slabs with touch 4)interfaces, no keyboards and lots of icons.
Laura: Imitation may be the sincerest form of flattery but in the world of business, where style and design are part of what make a brand like Apple unique, imitation is seen more as a way to confuse customers. Howe says Apple patented designs for its iPhone and iPad tablet.
Carl: They’re things like a flat, clear surface on the front of the product or a 5)rectangular product with four evenly 6)rounded corners. Lots of things that just sound like, oh, you can get a patent for that? But they fundamentally determine what the device looks like.
Laura: Samsung and Apple would not speak on tape for this story. A recent court filing by Apple compared pictures of Samsung smartphones before the iPhone, and after. Some of the earlier versions have keyboards or other buttons, and they have sharper corners.
Mark Lemley a professor at Stanford Law says the patent office isn’t always right when it grants patents. Take that rectangle, with the round corners.
Mark Lemley: That really is a patent of 7)stunning 8)breadth. If you take seriously the idea, when you look at the 9)diagram in the patent, that Apple gets to own a computer that’s shaped like a rectangle. Well, then designing around going to be very hard for Samsung or anybody else.
Laura: Other critics say, even if Apple did it best, it still wasn’t even the first to get a patent on these designs. David Martin is the chairman of [2]M-Cam, a company that evaluates the value of patents.
David Martin: The difference between the emotional response that says these things look alike and the actual construction of the patent law are two different things, and that line has been entirely blurred.
劳拉：苹果手机大受欢迎，霍维说其他的智能手机制造商，包括三星，都改变了他们设计手机的方式。
卡尔：在苹果手机引进之后，一瞬间所有智能手机设计看似都是带触摸屏界面的黑色厚片，没有了键盘和大量的图标。
劳拉：模仿也许是最虔诚的恭维方式，但在商业世界这个风格和外观可部分造就一个如苹果一样独一无二的品牌的地方，模仿更多的被视为一种迷惑消费者的手段。霍维表示，苹果独创的设计是为其苹果手机和苹果平板电脑服务的。
卡尔：它们（译者注：这里指霍维所说的那些苹果的独创设计）是诸如产品正面的平滑、清晰的表面，还有具有平坦圆角的矩形产品。哦，听起来是很多东西，难道你都可以为此去申请个专利？但它们从根本上决定了这台机器的模样。
劳拉：三星和苹果公司不愿对此置评。苹果公司最近向法院提交的一份文件对比了三星智能手机在苹果手机出现之前和之后的图片。一些早期的手机款式是有键盘或者其他按键的，而且它们的四角也更锐利。
马克·莱姆利是斯坦福大学法学院的一位教授，他说专利局在授予专利时也并非总是正确，像这种有着圆角的矩形产品就是个例子。
马克·莱姆利：那个专利确实有着令人惊讶的大尺度。当你接受专利图时，如果你认真看待这个创意了，那么苹果公司就开始独家拥有形似矩形的电脑。于是对于三星公司或其他任何人来说，专利回避设计就将变得非常困难。
劳拉：另外一些评论家说即使苹果用尽全力，它都无法在这些设计上最先拿到专利权。大卫·马丁是M-Cam公司的董事长，M-Cam是一家评估专利价值的公司。
大卫·马丁：情感反应说这些东西看上去很相似，而专利法的实际构建是两种不同的东西，差异的界限已经完全模糊。
Laura: Emotional response may be Apple’s most effective weapon, especially in this case. Apple did change the way people use and think about smartphones and they opened up a new market for tablet computers. And analyst Carl Howe says they may be able to make a sympathetic case to 10)jurors.
Carl: One of the things Apple is good at, they’re really good at presenting information, in very influencing ways. So I would actually give them an edge simply because they’re probably going to be able to make their case in a way that a jury will understand.
Laura: And this is just one of many cases in the U.S. and around the world where Apple is pursing Samsung and other rivals, such as HTC. In all of them, the other companies pull out a few patents of their own and sue Apple right back. Stanford Professor Mark Lemley thinks it’s a sign that something is wrong with the patent system, which is meant to promote innovation.
Mark: They’ve probably spent $700 million in legal fees and at the end of the day, everybody has got enough patents that they could all interfere with each other making products. That’s not the way we want innovation to work.
Laura: And for consumers, this might bring higher prices and fewer choices. In fact, in Europe a judge banned Samsung’s Galaxy 7.7 tablet from stores. But for Apple, which recently saw sales of its iPhone slow, this may be a battle worth fighting.
劳拉：情感反应也许是苹果公司最有效的武器，特别是在这个案例中。苹果公司改变了人们使用和看待智能手机的方式，而且他们还为平板电脑开辟了一个新市场。分析家卡尔·霍维说他们也许能够向陪审员提出一个值得同情的案例。
卡尔：苹果公司很擅长的其中一件事就是，他们真的很会提供颇有影响力的信息。所以就因为他们将很可能让他们的案例以一种陪审员会理解的方式来阐明，我都认为他们更有优势。
劳拉：这只是美国乃至世界范围内，苹果公司和三星及其他竞争对手，比如HTC的诉讼案中的一例。在所有这些案例当中，其他公司拿出自己拥有的少数几个专利来起诉苹果公司，以作反击。斯坦福大学教授马克·莱姆利认为这表明专利系统中存在某些问题，注定需要改革。
马克：他们大概已经花了70亿美金的诉讼费，到了最后大家都拥有足够多的专利来干扰彼此的产品生产。这不是我们想要改革起到的作用。
劳拉：而对于消费者来说，这可能导致更高的价格和更少的选择。在欧洲，的确有一个法官禁止三星Galaxy7.7平板电脑在商店出售。但对于目睹近期苹果手机销售增长缓慢的苹果公司来说，这或许是一场值得打下去的战争。[1] Yankee Group 扬基集团，在通讯和网络领域从事研究与咨询的全球领军者。该公司帮助商家理解对通信与信息交互起驱动作用的产品与服务的开发、部署与消费，帮助他们认识这一过程中的机会、风险与竞争压力。
[2] M-CAM 美国著名的专业知识产权分析和评估机构。它创建了世界上第一个智能化的专利风险评估系统，得到纽约银行威斯敏斯特研究集团的高度肯定并向全球发布。