SAN JOSE, Calif. -- Testimony from Apple's senior vice president of worldwide marketing, Phil Schiller, was cut short today, but not before the executive made claims that the company did not rely on market research.
"We don't use any customer surveys, focus groups, or typical things of that nature," Schiller said. "That plays no role in the creation of the products."
The claims come on the heels of court filings unearthed earlier this month that show Apple's internal market research from May of last year. That study focused on iPhone owners, asking them specifically why they purchased an iPhone over competing products.
Late Apple co-founder Steve Jobs famously denounced market research, saying "it's hard for customers to tell you what they want when they've never seen anything remotely like it."
On the stand, Schiller took a similar line.
"We never go and ask the customer 'what features do you want in the next product?'" he said. "It's not the customer's job to know. We that accumulate ourselves."
Schiller is the highest ranking Apple officer to testify in the trial against Samsung, which has both companies swinging patent-infringement claims at each other. The trial, which kicked off after jury selection yesterday, is slated to last four weeks. Schiller continues his testimony this Friday when court is back in session.
All the latest Apple news, featuring developments on the iPhone, iPad, Macbooks, OS X and much more.
Mar 27How to force install final iOS 10.3 for beta participants
Mar 26Is Dell claiming it's better than all that Apple magic?
Mar 25The 3 best ways to protect your iCloud account
Mar 244-year-old gets Siri to help save mom's life