EXHIBIT NO. 215 United States ConnNorthern District of CaliforniaNo. (PSG)1-Odd Pendleton Apple Inc. v. Samsung Elecs.Sent: Friday, October 07, 2011 6:46 PM To: Michael Pennington; Dale Sohn Cc: Brian Rosenberg; Seung Hyun Choi; Brian Wallace; Joanne Lovato; Ji-Ung ParkSubject: RE: Use Google to attack Apple?Hey Michael,We are going to execute what you are recommending in our holiday GSII campaign and go head to head with iphone 45.We are working on a very aggressive strategy touting our advantages in hardware and software.In the process we will demystify the perceived Apple advantage (ecosystem/services) by showing how consumers can easily switch to Android and have morepersonalization/more choice by being part of the Samsung ecosystem.More to come Best, TPFrom: Michael PenningtonSent: Friday, October 07, 2011 8:28 PMTo: Dale Sohn; Todd PendletonCc: Brian Rosenberg; Seung Hyun ChoiSubject: RE: Use Google to attack Apple?Looking deeper into iPhone 45, it is clear Apple is not worried about us as a hardware competitor, which is where we are focusing. They are continuing to focuson the USER EXPERIENCE, which ultimately puts Google in the center of the target. I only bring this up because I passionately believe we must do somethingnow, with or invisibly behind Google, to establish our collective advantages in consumer's minds.Example: Goog|e?s core strength, Search Engine, can be radically minimized by Apple's new iPhone 45 implementation of Siri. See Google?s "Burning Platform?issue below. I took this from a CNET article.when roughly 66 percent of your mobile search traffic comes from a platform that now has an "intelligent assistant" making its own queries without thehelp of Google, a strategy change may be in the cards sooner than later. So far, Google is remaining mum on Highly Con?dential - Attorneys? Eyes Only SAMNDCA10448147EXHIBIT NO. 215, Page 1 of 4My point is, Google must be as motivated as we should be at this point.Unfortunately, Steve Job's passing has led to a huge wave of press coverage of Apple's and iPhone?s "superiority?, all created by the, "passionate, tireless,The point here is that there is an unintended benefit for Apple, since the external messages by parties are all highlighting and/or supportingthe consumer perception that Apple products are superior, since Jobs? was such a visionary and perfectionist. What consumer wouldn't feel great aboutpurchasing a device developed by such a person.Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone. If there is no consensus on theapproach I initially proposed, I will stop pushing, but I would like to better understand our strategy so I can align with that.Regards,From: Dale SohnSent: Tuesday, October 04, 2011 5:15 PMTo: Michael Pennington; Todd PendletonCc: Brian Rosenberg; Seung Hyun ChoiSubject: RE: Use Google to attack Apple?Mike,Thank you for sharing your thoughts on this. We need to take advantage of this chance. One company without core competence cannot generate continuous innovation. Time iscoming now.DaleFrom: Michael PenningtonSent: Tuesday, October 04, 2011 5:09 PMTo: Dale Sohn; Todd PendletonCc: Brian Rosenberg; Seung Hyun ChoiSubject: Use Google to attack Apple?Dale,Below is a Fierce Wireless table showing a limited spec comparison with the new iPhone 4S. Obviously, we continue to have better products/specs available inthe marketplace. As you have shared previously, we are unable to battle them directly in our marketing. If it continues to be Samsung?s position to avoidattacking Apple due to their status as a large customer, can we go to Google and ask them to launch a campaign against Apple, based on the many betterAndroid options available in the market for Q4.Many customers have been waiting to upgrade to the new version, so timing is critical. Now that Apple is potentially disappointing their loyal customer base, wemust communicate the numerous better options available.Highly Confidential - Attorneys? Eyes Only SAMNDCA10448148EXHIBIT NO. 215, Page 2 of 4Seems Google should be asked to carry their own weight in this battle. However, we could arrange a co-op arrangement for them if they use or deviceprominently in their marketing campaign. Is Ice Cream Sandwich strong enough to go head to head with 5?I believe this type of campaign is long overdue.Regards,MikeHighly Confidential - Attorneys? Eyes Only SAMNDCA10448149EXHIBIT NO. 215, Page 3 of 445G-aiaz? 5:II2,31 T513 Hzitnuwegtpri-Ce {cm -s::mItra-ct} ILLS.. .. 7Sir; and -ca-mer'aEp?nt T-Emudemgn,i"'IHighly Confidential - Attorneys? Eyes OnlyEi :aeI:cI- 9-9-unv 1.2 G-HE ma Tit-3n i?iimii-n: 5Pi?: 1.5 GHZ zfiz er: T-with ded-QE and"-liq-Li-idgra i si::r-ream: The and :2:-i-imdemgnEE3-r-in-itl 1 EH: dL|Ee]- In:ki.a:5'fi r-stPh-?ne Fri me :i 5?:?:snre ..i ci- witl-1 5LTE5 .it?5 . has-n't a Fl a :2 225*?? :2.3-rtimrirui-" Fa ?thedeute:7-m iirrlSAMNDCA10448150EXHIBIT NO. 215, Page 4 of 4