The degree to which the jury lowered the boom on Samsung still felt like a shock, even though the trial seemed to be going badly for them for weeks. A billion dollars is still a lot of money, even to these giants (yes, yes, Apple has $100B+ in current assets on its balance sheet, and is adding $7B+ a quarter). And it could get worse, as Apple will ask the judge to treble the damages due to the willfulness of it.
I think the bigger damage though, and a few people have mentioned it, is that Samsung is now explicitly tagged as a copycat. A lot of people won’t care, and some people might actually have a bit of a more thoughtful view on all creativity being pretty derivative (as SJobs himself pointed out). But there is a good chance that the damage to Samsung’s brand is far worse than the money award to Apple, or even having to pull some of their more outmoded models off the market.
If you are in the Samsung marketing department, you might be thinking that all the work and money spent of building up an innovation brand has been severely diluted, and that future work – even the pillow-soft attempts to make a galacticly massive Korean electronics conglomerate look human — is going to have this shadow of copycat. Not great.