Everyone knows that Samsung and Apple are bounded in a conflict of patent case. A year ago, California jury decided that Samsung needed to pay over $1 billion in damages. However, the statement was renewed the price tag and leave about $450 million of the original award, but still remained in doubt. Another situation, the jury is still in a situation on whether Samsung has to pay for Apple’s lost profits too or they need to pay royalties for every single device that has been sold, carrying the features covered by the patents. Jury’s document on Samsung and Apple (DOC)

Although problems within companies have not been solved yet, they are still competing in the market. Samsung may be said “copying” Apple’s idea, but in fact, a lot of customers preferred to buy Samsung instead of Apple after and before knowing that Samsung “stole” Apple’s ideas. This refers that customers’ preferences are not depending on situation of the company, but into how the company advertises its products and offer different features with the same or more advantages and lower prices. Hence, this case eventually sees the customers’ loyalty towards a firm. When customers obtained what they deserved after being ‘loyal’, they will set their preference.

Source: http://www.nytimes.com/2013/11/12/technology/jury-to-decide-how-much-more-samsung-must-pay-apple-in-patent-case.html?src=recg