'A revolution'

This photo is from a section of the report titled "iPhone feedback and analysis."

'Expressions of love'

This followed the previous slide in the report. Keep in mind that this is from a Samsung internal report.

'Deep loyalty'

Samsung's researchers created this slide from data collected by JD Power & Associates.

'Liked, not loved'

Samsung's researchers found that Samsung's phones were liked by consumers, but not loved. They concluded that none of the phones in the company's lineup made a "design statement."

'Not perfect'

Samsung researchers identified some of the shortcomings of the iPhone, but they recognized that consumers found the handset very appealing.

The word from Jobs

To help give Samsung managers an idea of what Apple's endgame might be, the researchers included quotes from Apple co-founder Steve Jobs. The title of this slide was "Software at the Center."

'Deep Dive'

This was the title page for the survey completed by 2011.

Apple's brand

An illustration from that survey shows how each of the top players in mobile phones fared in a category Samsung's researchers called "top of mind brand."

Each bar represents a different quarter during 2010. Samsung saw a 2 percent increase in the fourth quarter, but Apple was hot on its heels. Motorola and RIM were in decline.

'Aggressive expansion'

Samsung's researchers believed they had a read on Apple's long-term iPhone strategy.