SAN JOSE, Calif.--Apple Inc. (AAPL) called a set of final witnesses in its patent case against Samsung Electronics Co. (005930.SE, SSNHY), seeking to show that consumers confused the Korean company's products with Apple's.

The action Friday began with Samsung's lawyers finishing up their cross-examination of Hal Poret. The Apple witness conducted a survey for the Silicon Valley company that showed many consumers could identify iPhone and iPad, even when the icons and home button aren't visible. The reason they could identify them, he noted, was the "trade dress"--the general look of the devices, which Apple accuses Samsung of copying.

He said that a high percentage of consumers confused a Samsung phone and tablet for Apple's corresponding devices.

Samsung's lawyers pressed Mr. Poret, attempting to show that consumers' ability to identify the iPhone and iPad had only developed recently and that Samsung's devices had not confused consumers.