Samsung's ongoing legal battles with Apple may be costing the company billions and risk alienating its most important component customer, but insiders at the Korean firm claim the boost to brand awareness has all been worth it. "This is worth it. More consumers know about Samsung. The fight with Apple has so far been effective in boosting our brand awareness" an unnamed source within Samsung told The Korea Times. In fact, the fierce rivalry could well be used to help motivate Samsung staff and suppliers to push the product envelope, as it attempts to extend its lead over Nokia in phones.