Apple vs. Samsung: The $2 Billion Case

Apple Inc. sued Samsung Electronics for approximately $2 billion, contending that Samsung violated some of its patents by copying Apple's product features. Apple's expert witness team used a conjoint analysis in order to assign a value to the product features in question—thereby attempting to assess the magnitude of Apples' revenue loss as a result of the patent infringement. This case asks students to evaluate the design of this study as well as the pros and cons of its use in this context.