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Amici Curiae Brief of 54 Distinguished Industrial Design Professionals in Support of Affirmance ______

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Amici Curiae Brief of 54 Distinguished Industrial Design Professionals in Support of Affirmance ______ Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 1 Filed: 08/04/2014 No. 2014-1335 IN THE UNITED STATES COURT OF APPEALS FOR THE FEDERAL CIRCUIT _______ APPLE INC., a California corporation Plaintiff-Appellee, –– v. –– SAMSUNG ELECTRONICS CO., LTD., a Korean corporation, SAMSUNG ELECTRONICS AMERICA, INC., a New York corporation, SAMSUNG TELECOMMUNICATIONS AMERICA LLC, a Delaware limited liability company Defendants-Appellants, _________________ APPEAL FROM THE UNITED STATES DISTRICT COURT FOR THE NORTHERN DISTRICT OF CALIFORNIA, CASE NO. 11-CV-1846, JUDGE LUCY H. KOH _________________ AMICI CURIAE BRIEF OF 54 DISTINGUISHED INDUSTRIAL DESIGN PROFESSIONALS IN SUPPORT OF AFFIRMANCE _________________ Rachel Wainer Apter Mark S. Davies Will Melehani Katherine M. Kopp ORRICK, HERRINGTON ORRICK, HERRINGTON & SUTCLIFFE LLP & SUTCLIFFE LLP 51 West 52nd Street 1152 15th Street, NW New York, NY 10019 Washington, DC 20005 (212) 506-5000 (202) 339-8400 Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 2 Filed: 08/04/2014 CERTIFICATE OF INTEREST Pursuant to Federal Circuit Rules 29(a) and 47.4, counsel for Amici Curiae certifies that: 1. The full names of every party or amicus represented in the case by me are: 54 Distinguished Industrial Design Professionals in Support of Affirmance (See Attachment to Certificate of Interest). 2. The name of the real party in interest (if the party named in the caption is not the real party in interest) represented by me is: Not Applicable 3. All parent corporations and any publicly held companies that own 10 percent or more of stock of any party or amicus curiae represented by me are: Not Applicable 4. The names of all law firms and the partners or associates that appeared for a party or amicus now represented by me in the trial court or are expected to appear in this Court are: i Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 3 Filed: 08/04/2014 ORRICK, HERRINGTON & SUTCLIFFE LLP: Mark S. Davies Rachel Wainer Apter Katherine M. Kopp Will Melehani Date: August 4, 2014 By: /s/ Mark S. Davies Mark S. Davies Orrick, Herrington & Sutcliffe LLP 1152 15th Street, NW Washington, DC 20005 Telephone: (202) 339-8400 Fax: (202) 339-8500 Email: [email protected] Attorney for Amici Curiae ii Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 4 Filed: 08/04/2014 ATTACHMENT TO CERTIFICATE OF INTEREST 54 Distinguished Industrial Design Professionals in Support of Affirmance* ** 1. Charles L. Mauro CHFP, IDSA, HFES President & Founder, MauroNewMedia Chairman, IDSA Design Protection Section 2. James Douglas Alsup, Jr. IDSA President/Principal, Alsup Watson Associates, Inc. 3. Charles Austen Angell CEO, Modern Edge 4. Daniel W. Ashcraft Chief Design Officer & CEO, Ashcraft Design 5. Joseph M. Ballay Principal & CAO, MAYA Design, Inc. 6. Alex Bally, FIDSA Partner, Nexxspan Healthcare LLC 7. Michelle S. Berryman, FIDSA Director, Experience Design Servs., THINK Interactive Former President, IDSA Chair Emeritus, IDSA * Institutions are listed for affiliation purposes only. All signato- ries are participating in their individual capacity and not on behalf of their institutions. ** Emily Fisher (Design Research Associate) at MauroNewMedia also contributed reference research to this brief. iii Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 5 Filed: 08/04/2014 8. Eric Beyer, IDSA Partner, Copesetic Inc. Designer/Account Manager, Pulos Design Assocs. Former IDSA Board Member, Section VP 9. Dr. Robert Ian Blaich, FIDSA President, Blaich Assocs., Design Mgmt. Consultants Fellow, Royal Society of Arts and Industry-U.K. Former President, Int’l Council Soc’y of Indus. Designers Former Vice President Corporate Design and Commc’ns, Herman Miller Inc. Former Senior Managing Director of Design, Royal Philips Elecs. 10. Gordon Paul Bruce, IDSA Indus. Design Consultant, Gordon Bruce Design LLC 11. Robert Brunner Founder/Partner, Ammunition LLC 12. William Bullock, FIDSA Indus. Designer 13. Bruce Claxton, FIDSA Professor, Design Mgmt., Savannah College of Art and Design Regional Advisor, ICSID Board of Directors, China Bridge Int’l Former President, IDSA 14. Del Coates Prof. Emeritus of Indus. Design, San Jose State Univ. Former Chair of Indus. Design, College for Creative Studies Former Research Designer, Ford's Advanced Vehicle Concepts Dept. Former Project Leader, Herman Miller Research Div. Former President, Michigan Chapter IDSA Co-Founder,Texas Chapter IDSA 15. Robert J. Cohn, IDSA President, Product Solutions Inc. iv Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 6 Filed: 08/04/2014 16. James Couch VP Client Servs., Lextant 17. George Russell Daniels, L/IDSA CEO, Daniels Development Grp., LLC 18. Mark Dziersk Managing Director, LUNAR Former President, IDSA 19. John Edson President, LUNAR 20. Gerard Furbershaw Co-Founder & VP of Licensing and Investments, LUNAR 21. Carroll Gantz, FIDSA President, Carroll Gantz Design Former President, IDSA Chairman Emeritus, IDSA Recipient, IDSA Personal Recognition Award Design Former Director of Design, Black and Decker U.S. Inc. Former Manager, Design Dept., The Hoover Co. 22. John Leavitt Gard, L/IDSA Product Design Director, Design Consultants 23. Michael Garten, IDSA Project Mgmt. Grp. Manager, Teague 24. Donald M. Genaro Retired Senior Partner, Henry Dreyfuss Assocs. 25. Betsy Goodrich, FIDSA Co-Founder & VP Design, MANTA Product Development Inc. 26. Stephen G. Hauser FIDSA Consultant/Founder, Hauser, Inc. v Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 7 Filed: 08/04/2014 27. James J. Lesko, L/IDSA VP Design and Mfg., IKN 28. Scott David Mason, IDSA Owner, Scott Mason Design Mid-Atlantic Chapter Vice Chair, IDSA 29. Patricia Moore, Ph.D President, MooreDesign Assocs. LLC 30. Louis Nelson, IDSA, AIGA, SEGD President & Founder, The Office of Louis Nelson 31. Christopher J. Parke, IDSA Sr. Industrial Designer /Engineer 32. Nancy Perkins, FIDSA CEO, Dallas Lighthouse for the Blind, Inc. 33. Gordon Perry, IDSA Gordon Randall Perry Design 34. Samuel B. Petre, IDSA Senior Indus. Designer, bb7 35. Dale Raymond, IDSA, HFES Principal, Design-Lift, LLC 36. Raymond W. Riley, IDSA Exec. Creative Director, Device Design Grp., Microsoft Corp. 37. Brian Roderman, FIDSA President & Chief Innovation Officer, IN2 Innovation 38. Bryce G. Rutter, Ph.D. Founder & CEO, Metaphase Design Group, Inc. 39. Andrew Serbinski, IDSA President, Machineart Indus. Design vi Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 8 Filed: 08/04/2014 40. RitaSue Siegel, IDSA, AIGA, DMI Founder & President, RitaSue Siegel Resources 41. Paul Specht, FIDSA President, PBS Design, Inc. 42. Budd Steinhilber, FIDSA Design Consultant 43. John V. Stram, L/IDSA 44. Kerstin Nelsen Strom, IDSA Design Director, Strom Studios Section Chair, IDSA Ecodesign Section 45. Mathieu Turpault, IDSA Partner & Director of Design, Bresslergroup 46. Gary van Deursen L/IDSA Consultant/Founder, Van Deursen LLC Former Corp. VP, The Stanley Works Former Corp. Sr. VP, Coleman Former Corp. Global VP, Black & Decker 47. Frank von Holzhausen President, GROUP4 48. Sohrab Vossoughi President, Ziba Design, Inc. 49. Arnold Wasserman Partner, Collective Invention Co-Founder & Chairman, The Idea Factory Former Director of Design, Raymond Loewy Co. Former Director, Corporate Design & Human Factors, NCR Corp. Former Director, Corporate Design Strategy, Xerox Corp Former Fellow for Design Strategy, IDEO 50. Allan E. Weaver Industrial designer, retired vii Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 9 Filed: 08/04/2014 51. Edmund A. Weaver, L/IDSA Retired Assoc. Tech. Principal, Kraft Foods 52. Robert Welsh, IDSA VP Indus. Design & Brand Mktg., DEWALT Power Tools 53. Stephen B. Wilcox, Ph.D., FIDSA Principal, Design Science 54. Angela Yeh, IDSA President & CEO, Yeh IDeology viii Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 10 Filed: 08/04/2014 TABLE OF CONTENTS Page TABLE OF AUTHORITIES..................................................................... x INTERESTS OF AMICI CURIAE ...........................................................1 ARGUMENT ............................................................................................ 5 I. THE VISUAL DESIGN OF A SOPHISTICATED AND COMPLEX TECHNOLOGICAL PRODUCT BECOMES THE PRODUCT ITSELF......................................................................... 5 A. The Founders of Industrial Design Discovered That Visual Design Drives Sales....................................................6 B. Visual Design Sells Because it Conveys the Function, Origin, and Overall Experience of Using a Product............ 15 1. The design of a product conveys the function of the product. ................................................................. 16 2. The design of a product conveys the origin of the product......................................................................... 17 3. The design of a product conveys the overall experience of using the product..................................19 C. Visual Design Sells Complex Consumer Technology.......... 22 II. ANYONE WHO COPIES A PATENTED DESIGN “SHALL BE LIABLE TO THE OWNER TO THE EXTENT OF HIS TOTAL PROFIT”........................................................................... 27 CONCLUSION ....................................................................................... 35 ix Case: 14-1335 CASE PARTICIPANTS ONLY Document: 105 Page: 11 Filed: 08/04/2014 TABLE OF AUTHORITIES Page(s) FEDERAL CASES Catalina Lighting v. Lamps Plus, 295 F.3d 1277 (Fed. Cir. 2002) ...........................................................35
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