Apple v. Samsung Trial (May 2014): Professor Tülin Erdem
Analysis Group and academic affiliate Tülin Erdem of the NYU Stern School of Business were retained by Samsung Electronics and its counsel, Quinn Emanuel Urquhart & Sullivan LLP, to provide consulting and expert witness services in this patent infringement case widely covered in major media outlets. Professor Erdem's testimony addressed consumer demand for smartphones and tablets, along with the role played by the functionalities associated with Apple's patents. She evaluated market research conducted by each company, as well as her own "eye-tracking" analysis of the factors that smartphone consumers consider, and determined that smartphone and tablet customers typically base their purchase decisions on major product features and not minor features. After finding infringement, a San Jose, California jury ordered Samsung to pay $119.6 million in damages, far short of the $2.2 billion sought by Apple.