Apple asks US court to raise damages from Samsung

Apple has asked a California federal court to order Samsung Electronics to pay 707 million U.S. dollars in additional compensation for technology infringements following its major legal win late last month.

Samsung has also asked the same court to review last month’s jury verdict favoring Apple. The Korean company has countered Apple`s latest offensive by seeking a technological patent infringement suit against the iPhone 5 and running ads disparaging the new phone in U.S. media.

○ Both sides dissatisfied with verdict

Apple asked the federal court in San Jose to increase the damages amount, claiming that the 1 billion dollars granted by the jury was not enough to cover its losses.

The American company reportedly sought 400 million dollars more for design infringement by Samsung, 135 million dollars for infringement of its utility patents, and 50 million dollars of prejudgment interest on damages until the final verdict.

In addition, Apple has requested a court order to permanently ban the sale of 26 Samsung smartphones and tablet computers. Reuters said the pursuit of such a comprehensive sales ban was part of Apple’s strategy to include Samsung’s new smartphone Galaxy S3 to the banned product list.

Samsung also submitted a document to the court protesting the verdict and seeking reduced damages.

The Korean company also asked for a retrial, requesting that the court allow a sufficient amount of time and “fair treatment” in trial. Prior to the move, Samsung submitted a document saying it would sue Apple for infringing Samsung patents on the iPhone 5.

○ Samsung plays hardball against iPhone

Apple began selling the iPhone 5 Friday in nine countries, including the U.S. and Canada. Despite complaints about a new map application that replaced Google Maps, hundreds of Apple fans lined up at the Apple Store in New York to buy the new product a week before the sale began.

Consumers also queued up in front of Apple stores in the U.K. one week before the phone went on sale. About 200 iPhones were stolen in the U.K. and Japan. Analysts say Apple could sell more than 10 million iPhones by the end of this month if it can meet parts supply.

Samsung has responded harshly in preparing to file a motion seeking a ban on the sale of the iPhone 5. A week ahead of the iPhone 5`s launch, Samsung began to run an ad in U.S. media comparing its Galaxy S3 with the iPhone saying, “It doesn’t take a genius. The next big thing is already here.”

The Korean company next month will also launch the Galaxy Note 2 smartphone in major markets, including the U.S., to compete with the iPhone 5.

The electronics industry forecasts that the winner of the smartphone war between the two tech giants will likely be determined before the final verdict is out at year`s end.

nex@donga.com jjy2011@donga.com