State v. Lamont Donnell Sholar , 381 Wis. 2d 560 ( 2018 )


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    2018 WI 53
    SUPREME COURT              OF       WISCONSIN
    CASE NO.:               2016AP897-CR
    COMPLETE TITLE:         State of Wisconsin,
    Plaintiff-Respondent,
    v.
    Lamont Donnell Sholar,
    Defendant-Appellant-Petitioner.
    REVIEW OF DECISION OF THE COURT OF APPEALS
    Reported at 
    377 Wis. 2d 337
    , 
    900 N.W.2d 872
                                              (2017 – unpublished)
    OPINION FILED:          May 18, 2018
    SUBMITTED ON BRIEFS:
    ORAL ARGUMENT:          February 23, 2018
    SOURCE OF APPEAL:
    COURT:               Circuit
    COUNTY:              Milwaukee
    JUDGE:               Rebecca F. Dallet and Thomas J. McAdams
    JUSTICES:
    CONCURRED:
    DISSENTED:           ABRAHAMSON, J., dissents (opinion filed).
    NOT PARTICIPATING:
    ATTORNEYS:
    For the defendant-appellant-petitioner, there were briefs
    filed        by   and   an     oral   argument   by    Hannah   Schieber    Jurrs,
    assistant state public defender.
    For the plaintiff-respondent, there was a brief filed by
    Lisa    E.F.        Kumfer,    assistant   attorney     general,    and    Brad   D.
    Schimel, attorney general.              There was an oral argument by Lisa
    E.F. Kumfer.
    
    2018 WI 53
                                                                      NOTICE
    This opinion is subject to further
    editing and modification.   The final
    version will appear in the bound
    volume of the official reports.
    No.       2016AP897-CR
    (L.C. No.    2011CF4807)
    STATE OF WISCONSIN                              :            IN SUPREME COURT
    State of Wisconsin,
    Plaintiff-Respondent,                                    FILED
    v.
    MAY 18, 2018
    Lamont Donnell Sholar,
    Sheila T. Reiff
    Clerk of Supreme Court
    Defendant-Appellant-Petitioner.
    REVIEW of a decision of the Court of Appeals.                  Affirmed.
    ¶1      REBECCA      GRASSL   BRADLEY,   J.     Lamont      Donnell       Sholar
    seeks review of the court of appeals decision1 affirming the
    circuit court's2 order ruling that his trial counsel's failure to
    1
    State v. Sholar, No. 2016AP897-CR, unpublished slip op.
    (Wis. Ct. App. June 20, 2017) ("Sholar II").
    2
    The Honorable Thomas J. McAdams, Milwaukee County Circuit
    Court, presided over the Machner hearing and entered the order
    vacating one of Sholar's six convictions. See State v. Machner,
    
    92 Wis. 2d 797
    , 
    285 N.W.2d 905
    (Ct. App. 1979).    The Honorable
    Rebecca F. Dallet, Milwaukee County Circuit Court, presided over
    the jury trial and entered the order denying Sholar's
    postconviction motion.
    No.    2016AP897-CR
    object       to    an       exhibit   sent      to       the    jury    during       deliberations
    constituted ineffective assistance only with respect to one of
    the six counts for which he was convicted.                               He contends that his
    trial counsel's ineffective assistance should result in vacatur
    of   all     six       of    his    convictions.               He    also    asserts      the     State
    forfeited          its      right     to    argue        the        prejudice      prong     of    the
    ineffective assistance test at his Machner hearing because the
    State did not petition this court for review after the court of
    appeals' original decision remanding for a Machner hearing.3                                         We
    affirm.
    ¶2         We     hold      that    circuit        courts        reviewing         claims    of
    ineffective            assistance          of    counsel            following       multiple-count
    trials may conclude that deficient performance prejudiced only
    one of the multiple convictions.                          Strickland v. Washington, 
    466 U.S. 668
    , 695-96 (1984), clearly contemplates such a result and
    does       not    require       reversal        on   all       counts       when    the    prejudice
    proven affected only a single count.                                We further hold the State
    did not forfeit its right to challenge the prejudice prong of
    the ineffective assistance test when it did not petition this
    court for review following the court of appeals' decision in
    Sholar I.          The issue decided adversely to the State in Sholar I
    3
    See State v. Sholar, No. 2014AP1945-CR, unpublished slip
    op., ¶40 (Wis. Ct. App. June 30, 2015) ("Sholar I") (reversing
    Judge Dallet's order summarily denying Sholar's postconviction
    motion on the ground that Sholar presented sufficient evidence
    to warrant a Machner hearing "at least as to the sexual assault
    charge").
    2
    No.        2016AP897-CR
    was    not      whether     prejudice        existed,           but    whether           Sholar       was
    entitled to a Machner hearing.                     If the State wanted to challenge
    whether a Machner hearing should occur at all, it would have
    needed to petition this court for review, but no petition was
    needed to contest prejudice.                       Finally, we reiterate that the
    Strickland prejudice test is distinct from a sufficiency of the
    evidence test.
    I.    BACKGROUND
    ¶3       In   late       September         2011,      Sholar     and        his     life-long
    friend, Shawnrell Simmons, were arrested after two victims, E.C.
    and    S.G.,     separately        reported            to   police     that    they        had    been
    victims of sex trafficking by Sholar (and that other girls had
    been trafficked by Simmons) out of several motel rooms near the
    Milwaukee airport, including the Econolodge on 13th Street.                                           The
    State charged both men, but their cases proceeded separately.
    The State charged Sholar with six counts:                                (1) trafficking a
    child      (victim       E.C.    who   was    17        years    old    at    the        time);       (2)
    soliciting           a      child           for         prostitution               (E.C.);            (3)
    pandering/pimping (E.C.); (4) human trafficking (victim S.G.,
    who was 21 years old at the time); (5) second-degree sexual
    assault, use of force (S.G.); and (6) pandering/pimping (S.G.).4
    ¶4       Sholar pled not guilty, and in April 2012 his case
    went       to   trial.          Both    victims             testified.         During           E.C.'s
    testimony, the jury heard:
    4
    We hereinafter refer to                         counts    1,    2,     3,     4    and     6   as
    "trafficking/pimping" counts.
    3
    No.     2016AP897-CR
        E.C. met Simmons through a mutual friend after which he
    pressured her to work for him as a prostitute.                             She
    initially refused, but, after two of her friends went to
    work    for   Simmons,   and   because      she    was     desperate       for
    money, she called Simmons.                He sent her to work for
    Sholar     because     Simmons      already        had     enough        girls
    prostituting for him.
        Sholar picked up E.C. and her 13-year-old friend and both
    girls went to work for Sholar.
        Sholar,    other   girls,   or     E.C.    would    take        "half-naked"
    pictures, which Sholar posted on the "Backpage" website
    to    solicit   customers.5        In     the    pictures,        E.C.    wore
    lingerie or a bra and underwear.
        E.C.    identified    six   Backpage      ads,     each    of     which   had
    multiple pictures, depicting the girls Sholar and Simmons
    were trafficking——including several ads with pictures of
    E.C. and S.G.        The ads had titles such as "Chula Ready
    For You-19," "Fun And Sexy Red-22," "Let's Sparkle Dazzle
    You-21," and "Roxy Limited Time Only Specials-19."                         The
    ads listed a contact phone number.
    The jury learned through other witnesses that the contact phone
    number appearing in the ads matched the phone Sholar had in his
    possession when he was arrested.
    ¶5        E.C.'s testimony also revealed:
    5
    Backpage is a classified advertising website.
    4
    No.    2016AP897-CR
       There    were   more   Backpage     ads    in   addition     to   the   six
    previously discussed and the two additional ones E.C.
    identified      depicting    Simmons'           trafficking       victims,
    "Nicki,"6    and   another   girl    whose      name   E.C.   could     not
    remember.
       An "out-call" involved Sholar driving her to a customer
    who would pay her for sex while an "in-call" meant the
    customer would come to her motel room and pay her for
    sex.
       Simmons and Sholar worked together at times to transport
    girls to out-calls.
       Sholar gave E.C. a cell phone to use for the customer
    calls and to set up appointments.                  When the customer
    arrived, he would text her phone and she would either
    meet him and bring him to her motel room or send him her
    room number.
       During every appointment, which she estimated at possibly
    200, she had sexual intercourse with the customer for
    money.    She got the money upfront, $80-$100 for half-an-
    hour, $150-$200 for an hour.              She would hide the money,
    give the man a condom that Sholar supplied, and have sex.
    When the man left, she texted Sholar so he could come
    back to the room and take the money.
    6
    During trial, some individuals were referenced by their
    first names only.    We use only first names for others for
    privacy reasons.
    5
    No.   2016AP897-CR
        Some nights she only had one or two calls, but could have
    as many as seven to ten.
        One time she worked a party with two girls working for
    Simmons after which Sholar and Simmons split the money.
        When S.G. started working for Sholar, E.C. took pictures
    of S.G. that Sholar posted on Backpage.
        E.C. was afraid of Sholar and the way he looked at her
    and screamed at her.          Sometimes he punched her, which
    left bruises.     A picture of one of her bruises was shown
    to the jury.      He threatened her and told her she could
    not leave.     She testified she wanted to stop prostituting
    "[r]ight away" but she did not have anywhere to go and
    she was scared.     She told Sholar that she wanted to stop
    but he said he would find her if she tried to leave.              He
    sent her threatening texts if he could not find her.              He
    showed up at various places kicking and banging on doors
    looking for her.
        Sholar "was prostituting girls every age.           The lowest age
    was 13."     She saw three other girls who stayed at the
    motel——S.G.,    Roxy,   and   Nicki——also   give    Sholar   money.
    Depending on the month, Sholar had up to four or five
    girls working for him.
    ¶6     E.C. testified that her work as Sholar's trafficking
    victim ended when E.C. borrowed her friend A.F.'s car and Sholar
    suggested instead of returning the car, they should sell it.
    E.C. said Sholar asked her if A.F. had anything else they could
    sell and E.C. told him about a 50-inch television she had seen
    6
    No.     2016AP897-CR
    in A.F.'s apartment.                 Sholar, E.C., and another man known as
    Cookie drove to A.F.'s home in Sholar's red car.                             E.C. waited in
    the car and Sholar and Cookie brought down the television, and
    some hats and shoes stolen from A.F.'s apartment.                                 They put the
    television in the back seat and the other items in the trunk.
    Sholar      went      back     into      the     apartment      to     steal        a    smaller
    television, but A.F. came home, caught Sholar in the act, and
    called police.
    ¶7      E.C. testified that before police arrived, she drove
    Sholar's car with the stolen goods to the house where "Chrissy,"
    the    mother      of      Sholar's      child,      resided.        When    E.C.       arrived,
    Chrissy told her where to park the car, and then E.C. headed
    back     to     the        Econolodge       because      Nicki       (one      of       Simmons'
    trafficking victims) called her and said the police were at the
    motel threatening to take Nicki's children if E.C. did not come
    back.
    ¶8      E.C.     told       the   jury    that    when    she    returned         to   the
    Econolodge, the police had left, but the desk clerk gave her a
    police business card with a detective's number.                             E.C. called the
    number, but the detective was not available.                           The next day, the
    police      came      to     the    Econolodge         and   arrested        E.C.       for   the
    burglary.        She told them where Sholar's car was parked with the
    stolen television.             The prosecutor then asked E.C. to look at
    several        photographs,         which       E.C.    identified      as        pictures     of
    Sholar's red car with the stolen television in the back seat,
    and the stolen hats and shoes in the trunk.                          E.C. next explained
    that     she     told       Detective       Barbara      O'Leary       about       working    as
    7
    No.    2016AP897-CR
    Sholar's prostitute.          When asked why E.C. never called police
    for help to leave Sholar, E.C. said she was scared.                            She said
    that even if Sholar was in jail, Simmons could still hurt her.
    She testified Simmons previously hurt her:                    he "smacked" and
    "choked" her, "spit on [her] face," and held a gun to her head.
    She also disclosed that Simmons sexually assaulted her.                               She
    explained     that   Sholar    also   had    sex    with     her    but        that   was
    expected because she worked for him.               E.C. testified that Sholar
    had sex with her almost every day.
    ¶9     S.G. also testified.          When she first took the stand,
    she was scared and the transcript indicates she was crying.                           She
    said she was afraid that Sholar would harm her or her family
    because she was testifying against him.                The prosecutor had to
    ask   her    background   questions    to    calm    her.      After       regaining
    composure, S.G. told the jury:
        She met Sholar, whom she called "L," when he came to help
    her roommate move out.           Sholar seemed "very nice" and
    "was   continuously   complimenting"        her    and        her    friend.
    After that meeting, they started texting.                At the end of
    July 2011, Sholar came over to "hang out for a little
    bit" at her place.
        Sholar started telling her and her friend about how "he
    had some girls that would, you know, go and do stuff for
    money" and that "he was a pimp."           S.G. said they thought
    he was joking.     She felt comfortable with Sholar because
    he was acting like a good friend, popping up when she
    needed a ride, and helping out "kind of like Superman."
    8
    No.        2016AP897-CR
    As   a   result,   she   "confided    in   him   about    where       [her]
    family stayed," about the struggles she had experienced
    in life, and about how she had worked as an exotic dancer
    in the past.
       After getting close to Sholar, he started telling her she
    could make $300 if she gave private half-hour dances for
    people he knew.       She thought this would be an easy way to
    make a lot of money and agreed to the dancing.                  Her first
    job went smoothly and was just dancing.             Later, however,
    Sholar took pictures of her at Econolodge with his cell
    phone and posted them on Backpage.               Sholar gave her a
    cell phone and she started getting texts and calls from
    men who saw her Backpage ads and wanted to pay her to
    have sex.
       Sonya was the name S.G. had used when she danced.                      S.G.
    identified two Backpage ads, one depicting her and E.C.
    together,    titled      "Satin   &   Silk-21"    and     an     ad    with
    multiple pictures of S.G. labeled "Miss Fiery Sonya-21."
       She was shocked and told Sholar she did not want to do
    this, but he threatened her, saying he would harm her
    family, harm her, and get her evicted.             Sholar told her
    he had broken the jaw of a girl who tried to get away
    from him.
       Sholar was controlling and mean and if she did not listen
    to him, he threatened to kill her and her family.                        He
    would remind her he knew where her family lived.                         He
    9
    No.     2016AP897-CR
    showed   up    at   her   parents'   home    looking    for     S.G.   and
    threatened her mother.
       Sholar set the price men paid to have sex with her, and
    she had sex with 10-15 men a night at $300/hour.                     These
    encounters were usually at the Econolodge, but sometimes
    Sholar took her to the men for "out-calls."                  She did this
    for about two weeks.         She would take the money when the
    man arrived, hide it, and then have sexual intercourse
    with the man.       Sometimes the man wanted to fulfill "weird
    fantasies" and that would require S.G. to call Sholar,
    who would tell her how much extra money the man needed to
    pay to complete those requests.
       Sholar gave S.G. food, drugs, alcohol, and clothes.                    She
    testified he provided her with Ecstasy, which she took
    because she could not have done "any kind of that stuff"
    sober.
       Occasionally, she and another girl would work together
    and have sex with the same man.             She did this once with
    E.C. and once with Nicki, who worked for Simmons.
       Although S.G. did not want to have sex with Sholar, this
    happened      "[p]retty   often."      She    testified        about   one
    particular night when Sholar wanted to have sex with her,
    but she was tired.         She tried to go to the bathroom to
    avoid it, but Sholar grabbed her arm "[i]n a way that
    made me not want to fight back," pushed her onto the bed,
    and forced penis-to-vagina sex on her.            After that time,
    10
    No.    2016AP897-CR
    she did not fight Sholar when he wanted to have sex with
    her.
       When S.G.'s boyfriend got out of jail, she tried to leave
    Sholar, but Sholar threatened to tell S.G.'s boyfriend
    how she "was sleeping with so many men."                 S.G. said she
    agreed to come back to Sholar because she did not want
    her boyfriend to know what she was doing.                 Sholar agreed
    to tell her boyfriend that Sholar was selling drugs for
    S.G., so S.G. would not have to sell them herself.
       Then one day, S.G. left the cell phone Sholar had given
    her with a friend thinking Sholar would be so mad, it
    would give S.G. a way out of the situation.                    S.G. went
    home   and   fell   asleep.         While   she   was   asleep,    Sholar
    called   her     repeatedly,    leaving     threatening       voicemails,
    said he was going to set her house on fire, went to her
    roommate's place of work, threatened to get the roommate
    fired, and told the roommate she should kick S.G. out of
    the house or Sholar would get them both evicted and set
    the house on fire.       Sholar came back to S.G.'s house and
    pounded on her bedroom windows, knocked on the doors, and
    harassed the neighbors looking for S.G.                 S.G. was inside
    the house with the lights off hiding in a closet.
       While in that closet, she called her mother, who called
    the    police.      Sholar    had    been   to    the   mother's    house
    earlier looking for S.G. and demanding her mother give
    back a cell phone Sholar gave to S.G.
    11
    No.     2016AP897-CR
        The police arrived at S.G.'s home and she quickly packed
    what she needed so the police could take her to her
    mother's home.        At first, S.G. was too scared to tell the
    police the truth, but then told them a little bit about
    what had been happening.            A few weeks later, the police
    came back and she disclosed more information.
    ¶10        On cross-examination, S.G. testified Sholar most often
    drove her to out-calls, but on occasion Sholar and Simmons did
    so together.          She disclosed that on one occasion when she tried
    to leave without telling Sholar where she was going, he pulled
    her hair.         She also saw him get rough with E.C. on one occasion.
    ¶11        S.G.'s mother testified and confirmed S.G.'s version
    of     events.           The     mother   testified      that    she     received     a
    "hysterical" call              from her daughter saying there was a "man
    outside who wanted to kill" S.G.                The mother also told the jury
    about how Sholar came to the mother's home looking for S.G. and
    asking for the phone he had given to S.G.                       She testified that
    Sholar asked for S.G. by name.
    ¶12        The State also called several police witnesses, who
    corroborated E.C.'s and S.G.'s testimony.                  Detective Lynda Stott
    testified about human trafficking and how the pimp-prostitute
    relationship evolves, which matched both victims'                         experience.
    Stott explained how the pimp befriends the victim, helps her,
    earns her trust, but when she starts working for him, everything
    changes.          The pimp is controlling, makes her dependent on him,
    and threatens her if she wants to stop or wants to leave.                          Stott
    also       told    the   jury     about   taking   the    hard    drive     from    the
    12
    No.     2016AP897-CR
    Econolodge's lobby computer, which had been used to post the
    Backpage ads, and she testified about the women's clothing and
    other items collected from the rooms being used by Sholar at the
    Econolodge.         The     jury     saw   pictures        of    these     items,       which
    included lingerie, high-heeled shoes, condoms, and an explicit
    magazine titled "Straight Stuntin."
    ¶13     Detective        Richard       McQuown,        a    detective        with        the
    Milwaukee     Police      High       Technology       Unit      who    had      experience
    investigating human trafficking, testified about his review of
    E.C.'s    cell     phone.       He    created       both   a    disk     containing      the
    contents of E.C.'s phone as well as a printout.                                He told the
    jury that the texts on E.C.'s phone evidenced human trafficking
    because     much    of    the      content        revealed      attempts       to   arrange
    meetings for sexual encounters between people who had never met.
    He read several of the texts to the jury, including ones that
    referenced "Star"——which E.C. said was her prostitute name, and
    one looking for "Star" and "Sonya"——referring to E.C. and S.G.
    McQuown also testified that the photos on this phone with girls
    in "various poses and semi-sexually suggestive poses" without
    the person's head are typically the type that get posted on
    Backpage or a similar site.
    ¶14     The     State     presented       Detective         Richard        McKee    as    a
    witness.      McKee also worked in the Milwaukee High Technology
    Unit and had experience investigating human trafficking.                                     He
    examined the cell phone taken from Sholar when he was arrested.
    This phone's number was listed as the contact number on one of
    the Backpage ads posted for purposes of trafficking Sholar's
    13
    No.    2016AP897-CR
    victims.     McKee also examined the desktop computer taken from
    the lobby at the Econolodge, another laptop computer, S.G.'s
    cell phone, and Nicki's cell phone.                McKee composed a summary of
    the   contents      of   all    these   devices     and    created    a   PowerPoint
    presentation that was shown to the jury on a television during
    his testimony.       McKee's presentation showed:
       Metadata from pictures of girls on Sholar's cell phone
    indicating the photos were taken in September 2011 at the
    Econolodge.          These same pictures then appeared in ads
    posted on Backpage.
       Data recovered from the desktop computer taken from the
    Econolodge's lobby including Backpage ads with pictures
    matching images on Sholar's cell phone; these ads were
    uploaded to Backpage from the Econolodge computer and the
    internet history of the Econolodge desktop showed "234
    visits    to   Backpage.com       pages    and    22    pages    that    were
    specifically relating to posting."
       Text messages from S.G.'s phone indicating the user was
    "Sonya"    and   messages       referencing      "in-calls"      and    "out-
    calls."
       Photos    from   other    cell       phones   and   a   laptop    computer
    depicting more Backpage ads and text messages referencing
    prostitution.
    ¶15   McKee testified that he examined Sholar's phone and
    printed its contents, which became Exhibit 79.                        The printout
    included    the    phone's      contact    list,    text    messages,      call   log,
    photos, and listed the audio and video files.                        The prosecutor
    14
    No.        2016AP897-CR
    took McKee through each text that referenced "L."                             He testified
    about several incoming texts on that phone texting someone named
    "L," including from someone with E.C.'s first name and phone
    number.     For example, there was an outgoing message to someone
    with E.C.'s first name that said "just so you know I also put
    you down as a special of $100 hour just to increase the calls
    'cause something got to give; I can't keep paying for that room
    on my own."      E.C. texted back that other girls were working from
    that room too:         "every other girl just goes, handles business
    and that's it."
    ¶16     McKee explained the exhibit showed 1,384 total text
    messages    between       September    14,       2011    and    September          28,    2011.
    Exhibit 79 was admitted into evidence, but was not published in
    its entirety to the jury during trial.                       The jury did, however,
    see and hear much of the exhibit's contents through witness
    testimony, McKee's PowerPoint presentation, and the individual
    Backpage ads, which were admitted as separate exhibits.
    ¶17     Detective O'Leary also testified.                     She confirmed much
    of E.C.'s version of events, including details about the A.F.
    burglary.        She   also   told    the    jury       about    her     interview        with
    Sholar after his arrest for the burglary, and how he consented
    to the search of "his" phone, the same phone that generated
    Exhibit 79.       She told the jury that she had left her contact
    card with the desk clerk at the Econolodge, which led to E.C.'s
    arrest     for    burglary.           O'Leary       testified          that        when     she
    interviewed       E.C.,     E.C.     confessed          to     working        as     Sholar's
    prostitute and told O'Leary the police could find evidence of
    15
    No.   2016AP897-CR
    prostitution        on    Sholar's      phone.        O'Leary       explained      how      E.C.
    assisted O'Leary in locating and printing the Backpage ads of
    women who were trafficked by Sholar or Simmons.
    ¶18    "Nicki" also testified for the State, corroborating
    much of what the victims said, although she described herself as
    an    "escort"      rather      than     a    prostitute.           She     admitted        that
    sometimes she had sex with her escort dates, but claimed she
    worked    independently.               She   told    the     jury    she    lived      at   the
    Econolodge and would ask Simmons for a ride if she had an "out-
    call."       She identified three other girls, including E.C., who
    worked in rooms at the Econolodge.                      Nicki testified that E.C.
    stayed in a motel room with Sholar, whom she knew as "L."
    ¶19    Finally,        Peter     Wargolet,      the    desk    clerk      and     night
    auditor at the Econolodge testified.                    He confirmed that E.C. was
    staying in Room 157 and that Sholar was paying cash for that
    room.        Sholar      paid    for    that    room    from     August      15,    2011     to
    September 28, 2011.             He also told the jury that Sholar rented a
    second room for two weeks in August 2011 and two other rooms for
    one   night    each      in     September      2011.       Wargolet        confirmed        that
    another      room   associated         with    Sholar      was   paid      for   by    either
    someone named "Nicole" or Simmons.
    ¶20    Sholar      was    the    only    witness       for    the    defense.         He
    testified that Simmons, his friend for 20 years, was the pimp.
    Sholar denied any involvement.                      He claimed the phone found on
    him when he was arrested belonged to Simmons, who had loaned it
    to Sholar because Sholar's phone had broken.                              Sholar admitted
    befriending E.C., but claimed he met S.G. only one time when he
    16
    No.     2016AP897-CR
    was helping out her roommate, and a second time at the motel
    when she was working for Simmons.                 Sholar denied ever having sex
    with     S.G.        Sholar    testified       that    he    was    staying        at     the
    Econolodge because his 14-year old son accidentally burned the
    kitchen in his apartment.                Sholar told the jurors he sold K2,
    which was like marijuana but legal, but he did not drink or do
    drugs.       He claimed he did not steal the television; rather, E.C.
    sold it to him.             He told the jury he had been convicted four
    times.
    ¶21     In    rebuttal,     the    State    played      part    of     the       audio
    recording       from   O'Leary's       interview      with   Sholar,      during        which
    Sholar acted as if the cell phone was his, consented to a search
    of it, and blamed E.C. for the burglary.                     O'Leary testified that
    Sholar identified for her both the number of the cell phone and
    the security code needed to unlock the phone.                          The State also
    called another police officer who responded to the A.F. burglary
    scene    and     testified      that     Sholar    claimed     he     came    to     A.F.'s
    apartment to "sell some weed and then all this happened."
    ¶22     Detective      Steve    Wells     testified     during       the     State's
    rebuttal case that when he interviewed Sholar, Sholar told a
    different story about his cell phone.                  Sholar said nothing about
    his cell phone breaking; instead, Sholar claimed Simmons' cell
    phone had broken.           Sholar told Wells that Simmons had to borrow
    Sholar's cell phone, which is why pictures of the girls matching
    the    Backpage      ads    were   found    on    Sholar's     phone.         The       video
    recording       of   this     interview    was    played      for   the      jury.        The
    recording showed Sholar explaining that the Backpage pictures
    17
    No.     2016AP897-CR
    were       on   his     phone   not      because     he       was    involved        in    this
    trafficking ring, but simply because he was helping Simmons get
    pictures of his prostitutes since Simmons' phone was broken.
    ¶23      During deliberations, the jury sent a question to the
    circuit         court:             "Can      we      request           Lamont's            phone
    records? . . . Looking for in/outbound re:                           'I got $' txt msgs
    while      with   client."         In     discussing      the       question       with    both
    attorneys, the circuit court asked:
    [I]sn't it all contained in the one exhibit that
    Detective McKee had, has put in the one big thick one,
    would all those things be answered in there? Because
    I don't want to be parceling out. I just want to give
    them the exhibit that they seem to be requesting.
    The exhibit referred to was Exhibit 79.                        All agreed to send the
    entire exhibit into the jury room.                       The jury later asked for
    E.C.'s phone records, which composed Exhibit 70, and that was
    also sent to the jury room.
    ¶24      The jury returned guilty verdicts on all six counts
    and Sholar was sentenced.                  His lawyer filed a postconviction
    motion seeking a new trial based on ineffective assistance.7                                  As
    material        here,    Sholar     claimed        his    trial       lawyer       gave     him
    ineffective assistance by failing to object "when hundreds of
    text       messages"     referencing        drug     dealing         and     other     illegal
    activity        were    admitted    into    evidence          and    given    to     the   jury
    during      deliberations.          In     support       of    the    motion,        appellate
    7
    Sholar's motion alleged additional errors not pertinent to
    this review.
    18
    No.    2016AP897-CR
    counsel attached pages 10-109 of Exhibit 79, which contained the
    text messages from Sholar's cell phone.                      The rest of Exhibit 79,
    including the pictures from the cell phone depicted on pages
    130-173 of the exhibit, were not included in support of the
    postconviction motion.
    ¶25     The     circuit        court         denied     Sholar's           ineffective
    assistance claims without holding a Machner hearing, reasoning
    that even if parts of Exhibit 79 should have been excluded as
    other acts evidence, Sholar failed to prove prejudice.                                   Sholar
    appealed, and the court of appeals reversed the circuit court.
    The court of appeals held Sholar's motion alleged sufficient
    facts to warrant a Machner hearing, and remanded to the circuit
    court.
    ¶26     At    the      Machner       hearing,         Sholar's       trial        counsel
    testified     he     filed    a     suppression       motion       seeking        to    exclude
    Sholar's      cell        phone,     but     the      circuit       court        denied     the
    suppression        motion.         Trial   counsel        explained     that       after    the
    failed    suppression         motion,      he      felt     the    phone     evidence       was
    admissible and there was no basis to object to its admission.
    At   trial,    the    defense       theory      was    that       Simmons,       rather    than
    Sholar,     was     the    pimp     and    that     the     cell    phone        belonged    to
    Simmons, not Sholar.           Only a handful of the messages on the cell
    phone could be linked directly to Sholar while hundreds of them
    could be linked to Simmons.                  When the jury asked for Sholar's
    phone    records,      trial       counsel      did   not     object       to     the    entire
    exhibit going to the jury because parceling down the exhibit to
    19
    No.      2016AP897-CR
    only the messages linked to Sholar would be damaging to his
    client.
    ¶27   The circuit court ruled that Sholar failed to prove
    Exhibit 79 prejudiced his defense of the counts relating to sex
    trafficking and pimping:           "So as to the trafficking counts which
    would be Counts 1, 2, 3, 4 and 6 I find that the performance was
    certainly not prejudicial as the evidence on those counts was
    overwhelming."        The circuit court explained that "virtually all
    of the things Mr. Sholar complains of here came in in this trial
    in more than one way."          That is:
    There was violence testified to by the girls.     There
    was testimony about drug use to make it through the
    night.    There was testimony from the girls about
    threats, there was testimony about burglary, there was
    testimony about a potential car theft.       There was
    testimony about fetishes and there was testimony about
    group sex parties and the list seems to go on and on.
    Given that circumstance, I believe there was no chance
    of a different result on the trafficking counts.
    The circuit court discussed Sholar's trial lawyer's strategy to
    not    object   to    the   admission      of    the   texts   as    "sound      trial
    strategy" given the defense theory of blaming Simmons.                             The
    circuit court noted that "[m]uch of what is in these messages is
    mundane."
    ¶28   The circuit court, however, saw the impact of Exhibit
    79's    admission      on    the     sexual       assault      conviction        quite
    differently.         Although    Sholar's       argument    rested   on    the    text
    messages, the circuit court was most troubled by the pictures in
    the exhibit, which the circuit court viewed as "child porn" that
    "serve[d] to inflame the jury."                 It did not "see how a fair
    20
    No.    2016AP897-CR
    trial could be had on the sexual assault count with the jury
    being given these photos."                Specifically with respect to that
    count,    the    circuit       court   commented:        "The   messages    and   the
    pictures are in my opinion so inflammatory that I think a jury
    then and there might have convicted him of virtually anything.
    I do not have confidence in the result as to that count."                         The
    circuit court ruled that "as to the sexual assault count the
    defense clearly has shown deficient performance and prejudice."
    The circuit court vacated the sexual assault conviction.
    ¶29     The   circuit     court    gave   seven     reasons   why    the   law
    allowed it to distinguish the human trafficking counts from the
    sexual assault count and uphold the former while vacating the
    latter:        (1) the court of appeals decision suggested the split
    analysis; (2) this case involved multiple counts with more than
    one victim and an ineffective assistance analysis must be a
    charge-specific          decision;        (3)    judicial       economy     dictates
    upholding the counts that would result in the same outcome on
    retrial; (4) vacating the unaffected counts would "waste the
    time     and    effort    of     the   parties";     (5)    a   totality     of   the
    circumstances        analysis     means    looking   at     "specific     facts   and
    specific charges"; (6) the sexual assault count is "separate and
    apart" from the others; and (7)                  Strickland     and the singular
    verdict forms support the distinction, allowing vacatur of a
    weakly supported         conviction while upholding an overwhelmingly
    supported conviction.
    ¶30     Unhappy with the distinction, Sholar sought vacatur of
    all of his convictions.            The court of appeals rejected Sholar's
    21
    No.     2016AP897-CR
    arguments and affirmed the circuit court.                      We accepted Sholar's
    petition for review.
    II.     ANALYSIS
    A.    Ineffective Assistance
    ¶31    Sholar contends the prejudice he proved to support his
    ineffective assistance claim should result in vacatur of all of
    his convictions, not just the sexual assault conviction.                                     He
    argues     the       court   of     appeals    should    be    reversed         because      it
    conducted        a     "count-by-count"         sufficiency       of        the       evidence
    analysis, contrary to Strickland.                  The State counters that guilt
    is   decided      count-by-count        and    Strickland      expressly          permits     a
    reviewing        court    to   examine      prejudice     in    the       context       of   an
    ineffective assistance claim in the same way.                         It contends that
    the trafficking/pimping counts were not affected by Exhibit 79
    because     of       overwhelming     properly-admitted        evidence           supporting
    those     convictions        and    because    "virtually      all     of       the   things"
    Sholar     claims        prejudiced     him    from     Exhibit      79     were      already
    presented to the jury through properly-admitted evidence.                                    We
    agree with the State.8
    8
    We note that the State did not appeal the vacatur of the
    sexual assault conviction nor did it appeal the circuit court's
    ruling that trial counsel acted deficiently in allowing Exhibit
    79 to go to the jury.    Although the court questions the legal
    correctness of both decisions based on our review of the record,
    given the State's choices to forgo challenging either, we let
    both decisions stand without further discussion.
    22
    No.       2016AP897-CR
    1. Legal Principles
    ¶32   A criminal defendant has the constitutional right to
    effective assistance of counsel.                  See State v. Balliette, 
    2011 WI 79
    , ¶21, 
    336 Wis. 2d 358
    , 
    805 N.W.2d 334
    (citing 
    Strickland, 466 U.S. at 686
    ).     To    establish     the       assistance       a    defendant
    received was ineffective, he must prove two elements:                                 (1) his
    counsel's        performance      was    deficient,          and   (2)    the       deficient
    performance prejudiced the defense.                    
    Id. ¶33 To
    prove prejudice, a defendant must establish that
    "particular errors of counsel were unreasonable" and "that they
    actually        had   an    adverse     effect    on    the     defense."           
    Id., ¶24 (quoting
    Strickland, 466 U.S. at 693
    ).                        In assessing whether a
    defendant proves prejudice, the court considers the surrounding
    circumstances because "an act or omission that is unprofessional
    in one case may be sound or even brilliant in another."                               
    Id. We evaluate
    whether "there is a reasonable probability that, but
    for       counsel's        unprofessional        errors,       the    result         of     the
    proceeding would have been different.                        A reasonable probability
    is    a    probability        sufficient    to    undermine        confidence         in    the
    outcome."         
    Strickland, 466 U.S. at 694
    .                     In other words, we
    examine whether there is "a reasonable probability that, absent
    the errors, the factfinder would have had a reasonable doubt
    respecting guilt."              
    Id. at 695.
            Our concern is whether the
    error rendered the trial unfair and unreliable.                                
    Id. at 687,
    689, 693-96.
    ¶34    In reviewing the prejudice prong, Strickland directs:
    23
    No.    2016AP897-CR
    Some errors will have had a pervasive effect on the
    inferences to be drawn from the evidence, altering the
    entire evidentiary picture, and some will have had an
    isolated, trivial effect.     Moreover, a verdict or
    conclusion only weakly supported by the record is more
    likely to have been affected by errors than one with
    overwhelming record support.    Taking the unaffected
    findings as a given, and taking due account of the
    effect of the errors on the remaining findings, a
    court making the prejudice inquiry must ask if the
    defendant has met the burden of showing that the
    decision reached would reasonably likely have been
    different absent the 
    errors. 466 U.S. at 695-96
    .
    ¶35       Ineffective assistance claims present mixed questions
    of fact and law.         Balliette 
    336 Wis. 2d 358
    , ¶19.               The circuit
    court's factual        findings will be         upheld "unless shown to be
    clearly erroneous," but "[t]he ultimate conclusion as to whether
    there was ineffective assistance of counsel is a question of
    law."    
    Id. 2. Application
    ¶36       In this case, there are two related issues underlying
    the ineffective assistance claim:                (1) whether a defendant who
    proves    ineffective        assistance    as   to    one    count,    after   being
    convicted of multiple counts, should get a new trial on all
    counts; and (2) whether Sholar has proven that publication of
    Exhibit 79 to the jury prejudiced him on the trafficking/pimping
    counts.
    ¶37       The   first   is   an   issue    of   first   impression:       if   a
    defendant convicted of six counts proves his trial counsel's
    deficient performance prejudiced him on one of his convictions,
    is he entitled to a new trial on all six convictions?                          Under
    24
    No.     2016AP897-CR
    Strickland,         the      answer      is      no.          Strickland          specifically
    recognizes that some errors will have a pervasive effect and
    others will have an "isolated, trivial 
    effect." 466 U.S. at 695-96
    .        Of     particular        importance       in    this       case,     Strickland
    acknowledges          that      some    factual     findings        will     be    altogether
    unaffected by defense counsel's error.                        
    Id. at 695.
             A "verdict
    or   conclusion"         based     on   weak     evidence      is    more    likely       to   be
    affected by the error than a decision based on overwhelming
    evidence.       
    Strickland, 466 U.S. at 695-96
    .                     Strickland speaks in
    terms     of    the      "verdict"       or    "conclusion"         and      the       "decision
    reached."             
    Id. In single-count
             cases,       the     "verdict,"
    "conclusion," or "decision" will be a single conviction.                                        In
    contrast, in multi-count trials, the "verdict," "conclusion," or
    "decision" will be count-specific.
    ¶38      When      this    jury    deliberated,         it    did    not     answer      the
    single question——"is Sholar guilty or not guilty?"                                Instead, it
    rendered        six       separate       verdicts,        answering          six        separate
    questions.          It      determined     whether       Sholar     was     guilty       or    not
    guilty of six separate crimes.                      There is no basis in law or
    logic to require a new trial on all six convictions if the error
    affected only one.               The circuit court gave seven legally valid
    and factually logical reasons supporting the split result.                                     
    See supra
    ¶29.       We ratify each of them.
    ¶39      Sholar cites three cases he claims support his "all or
    nothing"       position:          (1)    State      v.   Jenkins,      
    2014 WI 59
    ,    
    355 Wis. 2d 180
    , 
    848 N.W.2d 786
    ; (2) State v. Thiel, 
    2003 WI 111
    ,
    
    264 Wis. 2d 571
    , 
    665 N.W.2d 305
    ; and (3) State v. Honig, 
    2016 WI 25
                                                                                     No.     2016AP897-CR
    App    10,     
    366 Wis. 2d 681
    ,          
    874 N.W.2d 589
    .           In    Jenkins,          the
    defendant         was         convicted           of      three        crimes——first-degree
    intentional homicide, first-degree reckless injury, and felon in
    possession of a firearm.                     
    355 Wis. 2d 180
    , ¶2.                  We overturned
    all    three      convictions,             ruling       that    trial        counsel         provided
    ineffective assistance for failing to call a bystander witness
    who "would contradict or impeach the eyewitness upon whom the
    prosecution's entire case relied."                         
    Id., ¶¶40-48, 59
    (emphasis
    added).       In Thiel, the defendant was convicted of seven counts
    of     sexual      exploitation            by     a     therapist,         and     all        of     the
    convictions were based on the credibility of a single witness.
    
    264 Wis. 2d 571
    ,       ¶¶2-4,    13-16.        We    overturned             all    of     the
    convictions,           ruling       that     trial      counsel       provided         ineffective
    assistance         by     failing          to      discover          and     use        substantial
    impeachment          evidence       in     cross-examining           the     crucial         witness.
    
    Id., ¶¶26-32, 46.
                    In Honig, the defendant was convicted of two
    child sexual assault charges based on the testimony of the five-
    and three-year-old child victims, and their Uncle Raymond.                                          
    Id., ¶¶1, 33.
          The     court       of    appeals       overturned         the       convictions,
    ruling that trial counsel provided ineffective assistance for
    failing      to   call        a    witness      who    heard    Uncle      Raymond           admit   to
    framing the defendant by telling each of the child victims to
    make the false accusations.                     
    Id., ¶¶6, 26,
    29, 33.
    ¶40     Sholar     correctly          notes      that    in     all    three          of    these
    cases, the reviewing court did not do a count-by-count prejudice
    analysis, but simply ordered a new trial on all the convictions.
    All    three      of    these       cases,      however,       are    distinguishable               from
    26
    No.     2016AP897-CR
    Sholar's      case.      In    Jenkins,       Thiel,    and   Honig,       the       multiple
    charges       depended    on     the    same       evidence    and       the        deficient
    performance         affected      the        reliability      of        that        evidence.
    Significantly, no one argued in Jenkins, Thiel, or Honig that
    the prejudice affected only one count, but not others.                               In each
    case, both sides presented the argument as an all or nothing
    proposition.        None of these cases involved circumstances where
    the prejudice attached to the defense of only one count, or
    involved      one     charge    substantively          separable        from    the     other
    charges and the evidence presented, or involved one charge with
    less    evidentiary      support       and    other    charges     with        overwhelming
    evidentiary support.            Accordingly, Jenkins, Thiel, and Honig do
    not preclude the split-prejudice conclusion reached in Sholar's
    case.
    ¶41    Having concluded that a split result is lawful, we
    turn to the second issue——whether the error here prejudiced the
    trafficking/pimping counts.              This is not a close question.                   The
    State        presented        overwhelming         evidence        to      support        the
    trafficking/pimping counts.              Both victims reported independently
    of each other and told consistent narratives about how Sholar
    trafficked them.          Other witnesses materially corroborated the
    victims' testimony, including the Econolodge desk clerk, whose
    testimony supplied corroborating details.                     Physical and forensic
    evidence      further     verified       the       victims'    version         of     events.
    Backpage ads tied to Sholar's cell phone number, Sholar's cell
    phone itself, and his admission to police that the cell phone
    was his all supported the victims' testimony.
    27
    No.     2016AP897-CR
    ¶42      Sholar    argues      that    Exhibit    79's     publication      to    the
    jury prejudiced the trafficking/pimping convictions because the
    exhibit depicted him as a violent drug dealer with 150 illicit
    pictures on his cell phone.                 But the jury saw "virtually all" of
    the exhibit's contents, which already had been admitted into
    evidence.         The jury heard testimony:             (1) from police witnesses
    about     the     damning     text     messages      connecting        Sholar     to   the
    trafficking ring; (2) from the victims that Sholar was violent
    and provided them with illegal drugs; and (3) about Sholar's
    threats of harm to the trafficking victims and their families.
    During      the     trial,     the    jury     already        viewed   many      Backpage
    pictures, most of which were identical to the ones contained in
    the   exhibit.          During    Detective        McKee's     testimony,       the    jury
    viewed many of the illicit photos from Sholar's cell phone on a
    television during McKee's PowerPoint presentation.                           The jury saw
    evidence of physical harm Sholar caused to E.C.                          And the jury
    heard    and      saw   the   fear     E.C.    and     S.G.    exhibited       when    each
    testified at trial.
    ¶43      In order to prove Exhibit 79 prejudiced his defense of
    the trafficking/pimping counts, Sholar must show that but for
    Exhibit 79 going to the jury, there is a reasonable probability
    the jury would have had a reasonable doubt as to his guilt on
    those charges.           The record clearly thwarts Sholar's ability to
    do so.      There is no reasonable probability that absent Exhibit
    79's publication, the jury would have had a reasonable doubt as
    to Sholar's guilt on the trafficking/pimping convictions.                              One
    witness     after       the   next    told    the    same     story,    with     specific
    28
    No.     2016AP897-CR
    details       corroborating           other     witnesses.             The     physical         and
    forensic evidence including the photos, the Backpage ads, the
    metadata,        and     the    Econolodge      records     reinforced             the   State's
    case.     The result of the trial as to the trafficking/pimping
    convictions was fair and reliable.                       Sholar advances nothing to
    shake our confidence in the outcome of these convictions.
    3. Clarification
    ¶44       Finally,      we     address    briefly        Sholar's          concern   that
    reviewing         courts       are        incorrectly     applying           the     Strickland
    ineffective assistance prejudice test.                      Sholar claims reviewing
    courts are improperly denying ineffective assistance claims by
    measuring prejudice under a sufficiency of the evidence test or
    holding defendants to a strict outcome-determinative test.                                       We
    reiterate that the Strickland prejudice test is distinct from a
    sufficiency of the evidence test and we confirm that a defendant
    need    not      prove    the    outcome      would     "more     likely       than      not"    be
    different         in     order       to    establish     prejudice           in     ineffective
    assistance cases.              See 
    Strickland, 466 U.S. at 693
    .
    ¶45       In reviewing a sufficiency of the evidence claim, a
    court upholds a conviction unless "the evidence, viewed most
    favorably to the state and the conviction, is so insufficient in
    probative value and force that it can be said as a matter of law
    that no trier of fact, acting reasonably, could have found guilt
    beyond       a    reasonable          doubt."           State     v.     Poellinger,            
    153 Wis. 2d 493
    ,           501,    
    451 N.W.2d 752
           (1990).        To     succeed       on    a
    sufficiency claim, a defendant must show a record devoid of
    evidence on which a reasonable jury could convict.                                 In contrast,
    29
    No.     2016AP897-CR
    to succeed in proving ineffective assistance, a defendant must
    show that but for his lawyer's deficient performance, there is a
    reasonable probability the outcome would have been different.
    "Reasonable probability" is tied to confidence in the outcome.
    Both    standards      require        a    reviewing       court     to       examine    the
    evidence, but in sufficiency challenges, convictions are upheld
    when the record shows a bare modicum of evidence from which a
    reasonable jury could find guilt.                     In ineffective assistance
    challenges, a defendant must establish that but for his lawyer's
    error, there is a reasonable probability the jury would have had
    a reasonable doubt as to guilt.
    ¶46   Accordingly, a defendant need not prove the jury would
    have acquitted him, but he must prove there is a reasonable
    probability it would have, absent the error.                           If there is no
    reasonable     probability        that      the     jury   would       have     reached    a
    different verdict, then a defendant has not proven prejudice.
    See 
    Strickland, 466 U.S. at 695-96
    .
    B.     Forfeiture
    ¶47   Sholar contends the State forfeited its right to argue
    prejudice     at    the     Machner       hearing   because      the    State      did    not
    petition     this    court    for     review      after    the     court      of   appeals'
    decision in        Sholar    I.     The State denies forfeiture occurred
    because Sholar I did not decide the merits of the prejudice
    prong and had the State petitioned for review after Sholar I,
    the only issue "would have been whether Sholar sufficiently pled
    his motion to entitle him to a Machner hearing."                           The State is
    correct.
    30
    No.    2016AP897-CR
    1. Legal Principles
    ¶48     Forfeiture is a rule of judicial administration that
    may be applied when a party fails to assert a right.                   State v.
    Ndina, 
    2009 WI 21
    , ¶¶28, 30, 
    315 Wis. 2d 653
    , 
    761 N.W.2d 612
    .
    It is primarily asserted when a party fails to object to an
    error at trial; its purpose "is to give the opposing party and
    the circuit court an opportunity to correct any error."                    State
    v. McKellips, 
    2016 WI 51
    , ¶47, 
    369 Wis. 2d 437
    , 
    881 N.W.2d 258
    .
    ¶49     The forfeiture rule has also been applied when a party
    asserts new issues before this court that were not raised in a
    petition for review, a response to a petition for review, or a
    cross-petition.       See, e.g., State v. Smith, 
    2016 WI 23
    , ¶41, 
    367 Wis. 2d 483
    , 
    878 N.W.2d 135
    ; State v. Sulla, 
    2016 WI 46
    , ¶7 n.5,
    
    369 Wis. 2d 225
    , 
    880 N.W.2d 659
    .              The purpose for forfeiture in
    Smith and Sulla, however, arose from the general rule that an
    issue not raised in the petition for review, response, or cross-
    petition is not properly before us.                 A petitioner's arguments
    are limited to the issues on which we granted review, unless
    this court orders otherwise.              See Sulla, 
    369 Wis. 2d 225
    , ¶7
    n.5.
    ¶50     A Machner hearing is a prerequisite for consideration
    of   an   ineffective       assistance    claim.      State   v.    Machner,   
    92 Wis. 2d 797
    , 804, 
    285 N.W.2d 905
    (Ct. App. 1979); see also State
    v. Curtis, 
    218 Wis. 2d 550
    , 554, 555 n.3, 
    582 N.W.2d 409
    (Ct.
    App. 1998) ("assuming there are factual allegations which, if
    found     to   be   true,    might   warrant    a   finding   of    ineffective
    assistance of counsel, an evidentiary hearing is a prerequisite
    31
    No.     2016AP897-CR
    to    appellate      review   of    an     ineffective      assistance         of   counsel
    issue").      A defendant is entitled to a Machner hearing only when
    his    motion      alleges    sufficient         facts,   which     if        true,     would
    entitle him to relief.              State v. Allen, 
    2004 WI 106
    , ¶14, 
    274 Wis. 2d 568
    , 
    682 N.W.2d 433
    .                If a defendant's motion asserting
    ineffective        assistance      "does     not    raise    facts       sufficient        to
    entitle      the     movant   to    relief,        or   presents     only       conclusory
    allegations, or if the record conclusively demonstrates that the
    defendant is not entitled to relief, the circuit court has the
    discretion to grant or deny a hearing."                   Sulla, 
    369 Wis. 2d 225
    ,
    ¶23 (citations omitted).
    ¶51    When a circuit court summarily denies a postconviction
    motion       alleging    ineffective         assistance      of     counsel           without
    holding a Machner hearing, the issue for the court of appeals
    reviewing       an    ineffective        assistance       claim    is         whether     the
    defendant's motion alleged sufficient facts entitling him to a
    hearing.        See,    e.g.,      State    v.   Love,    
    2005 WI 116
    ,       ¶2,   
    284 Wis. 2d 111
    , 
    700 N.W.2d 62
    .
    2.    Application
    ¶52    Sholar argues the forfeiture rule should have barred
    the State from challenging prejudice at the Machner hearing.                               He
    premises his argument on the belief that the court of appeals in
    Sholar I decided the merits of the prejudice prong and simply
    sent the case back to the circuit court to decide whether trial
    counsel acted deficiently.               He claims the State "sandbagged" him
    by not filing a motion for reconsideration with the court of
    appeals seeking clarification of Sholar I and by not filing a
    32
    No.    2016AP897-CR
    petition     for   review    to   alert      him   the   State    believed       "the
    question of prejudice remained open for debate."                   The law does
    not support Sholar's position.
    ¶53   First, the court of appeals could not decide Sholar's
    ineffective     assistance    claim     because     no   Machner       hearing    had
    occurred.      A Machner hearing is required before a court may
    conclude a defendant received ineffective assistance.                      
    Curtis, 218 Wis. 2d at 554-55
    .            In   Curtis, the defendant argued his
    "trial counsel's errors were so obvious and could not possibly
    have been trial tactics, no Machner hearing was required."                        
    Id. at 554.
          The Curtis court of appeals correctly rejected that
    argument, noting:
    The hearing is important not only to give trial
    counsel a chance to explain his or her actions, but
    also to allow the trial court, which is in the best
    position to judge counsel's performance, to rule on
    the motion.
    Id.9       We cited Curtis with approval in addressing whether a
    defendant was prejudiced when his counsel failed to object to
    the admission of evidence, and as a result whether this court
    should remand for a Machner hearing.                 See State v. Beuchamp,
    
    2011 WI 27
    , ¶39 & n.32, 
    333 Wis. 2d 1
    , 
    796 N.W.2d 780
    .
    9
    There are rare circumstances when prejudice may be
    presumed, such as when counsel was actually or constructively
    denied altogether, or when a more limited presumption of
    prejudice is warranted, such as when counsel was burdened by an
    actual conflict of interest. See Strickland v. Washington, 
    466 U.S. 668
    , 692 (1984). None of these circumstances apply in the
    matter before us.
    33
    No.     2016AP897-CR
    ¶54    We    acknowledge      that       appellate     courts          frequently
    decide——even        in   the    absence    of   a   Machner     hearing——that          the
    record conclusively demonstrates a defendant was not prejudiced
    by alleged deficient conduct, often presuming without deciding
    that counsel's performance was deficient.                       
    Id. But when
    an
    appellate court remands for a Machner hearing, it must leave
    both the deficient performance and the prejudice prongs to be
    addressed, because whether a defendant was prejudiced depends
    upon the existence of deficient performance.                      If trial counsel
    testifies at the Machner hearing that the choice under attack
    was based on a trial strategy, which the circuit court finds
    reasonable, it is "virtually unassailable" and the ineffective
    assistance claim fails.            See generally State v. Breitzman, 
    2017 WI 100
    , ¶65, 
    378 Wis. 2d 431
    , 
    904 N.W.2d 93
    , citing State v.
    Maloney, 
    2004 WI App 141
    , ¶23, 
    275 Wis. 2d 557
    , 
    685 N.W.2d 620
    ;
    see also United States v. Curtis, 
    742 F.2d 1070
    , 1074-75 (7th
    Cir. 1984) (noting defendant abandoned ineffective assistance
    claim because a strategic choice is "virtually unassailable.").
    Consequently,       an   appellate    court      should   not    decide        prejudice
    exists   in    an    ineffective     assistance      claim    without         a   Machner
    hearing.       Doing so would put the cart before the horse.                           For
    purposes      of     determining     whether        counsel     was         ineffective,
    prejudice cannot exist without being attached to an error on the
    part   of     counsel.         Presuming    prejudice     could       result      in   the
    untenable scenario of an appellate court prematurely deciding a
    defendant was prejudiced by an act without knowing the reason
    for the act, followed by a Machner hearing where trial counsel
    34
    No.     2016AP897-CR
    gives a reasonable strategic choice for the act——meaning the
    defendant    was     not    prejudiced     at    all,     in    the    context        of    an
    ineffective     assistance        claim.          Under    Strickland,           a        court
    evaluates the prejudicial impact of defense counsel's errors,
    not counsel's reasonable strategic 
    choices. 466 U.S. at 687
    ("[T]he   defendant        must    show    that    the     deficient          performance
    prejudiced     the       defense."     (emphasis     added));         Balliette,            
    336 Wis. 2d 358
    ,       ¶21     (defendant     must     show    "that        the     deficient
    performance resulted in prejudice to the defense.").
    ¶55     Second,        the   forfeiture       rule    does       not     apply        here.
    Although the forfeiture rule has been used to foreclose parties
    in this court from making arguments not raised in petitions for
    review, responses, or cross-petitions, it is primarily used to
    ensure parties voice objections at trial to give the circuit
    court and the opposing party the opportunity to correct any
    error.      Sholar       does    not   provide,     nor        can    we     locate,       any
    authority suggesting the forfeiture rule should be extended to
    preclude the State from challenging prejudice because it did not
    petition this court for review following the court of appeals'
    decision remanding for a Machner hearing.
    ¶56     Third, the only issue decided adversely to the State
    in Sholar I was whether Sholar's postconviction motion entitled
    him to a Machner hearing.              Thus, the only issue the State could
    have petitioned this court to review was the court of appeals'
    determination      that      Sholar     alleged     sufficient         facts         in     his
    postconviction motion to entitle him to a Machner hearing.                                   As
    35
    No.    2016AP897-CR
    already      noted,    the     court   of   appeals     did    not,    nor     could    it,
    decide in Sholar I that prejudice had been established.
    ¶57     Finally, the court of appeals in Sholar II confirmed
    that it did not decide the prejudice part of the ineffective
    assistance claim in Sholar I:                    "This court did not rule that
    trial counsel's performance was deficient in any manner nor did
    this court rule there was prejudice as to any of the charges."
    Sholar II, ¶19.           That is the law of the case and we see no basis
    upon which to reject the court of appeals' own interpretation of
    its    prior       decision,     particularly       because     the     law    does     not
    support any other interpretation.
    III.      CONCLUSION
    ¶58     We hold Strickland authorizes analyzing the prejudice
    prong    of    ineffective        assistance       claims     on   a    count-by-count
    basis.       We affirm the court of appeals' decision upholding the
    circuit court's finding that Exhibit 79 was prejudicial only
    with    respect      to    the   sexual     assault    conviction,       but     not    the
    trafficking/pimping convictions.                  We agree with the court of
    appeals and the circuit court that Sholar failed to prove his
    lawyer's deficiency prejudiced him on the trafficking/pimping
    convictions, which were supported by overwhelming evidence.                              We
    further hold the State did not forfeit its right to argue the
    prejudice prong because the only issue it could have raised in a
    petition for review after Sholar I was whether a Machner hearing
    should occur at all.
    By    the    Court.—The     decision       of   the    court    of     appeals    is
    affirmed.
    36
    No.   2016AP897-CR.ssa
    ¶59    SHIRLEY         S.     ABRAHAMSON,         J.    (dissenting).              The
    majority holds that Sholar's ineffective assistance of counsel
    claim fails because he is unable to demonstrate that he was
    prejudiced       by     trial      counsel's      failure      to     object     to    the
    submission of Exhibit 791 to the jury during deliberations.
    ¶60    Unlike the majority, I find the instant case to be a
    close call.           On the whole, I conclude that Exhibit 79 is so
    prejudicial that my confidence in the outcome of Sholar's entire
    trial is undermined.
    ¶61    Although         the     majority         correctly       concludes        that
    prejudice    may       be   determined     on     a    count-by-count        basis,    the
    majority acknowledges that there may be circumstances in which
    trial counsel's deficient performance results in errors that are
    so   prejudicial        that       the   result        of   the     entire     trial     is
    undermined.2
    ¶62    In     State     v.     Sullivan,         the   court    set     forth     what
    constitutes "unfair prejudice."             The Sullivan court explained:
    Unfair prejudice results when the proffered evidence
    has a tendency to influence the outcome by improper
    means or if it appeals to the jury's sympathies,
    arouses its sense of horror, provokes its instinct to
    punish or otherwise causes a jury to base its decision
    on something other than the established propositions
    in the case.     In this case the danger of unfair
    prejudice was that the jurors would be so influenced
    by the other acts evidence that they would be likely
    1
    Exhibit 79 is composed of the printed contents of Sholar's
    phone, including the phone's contact list, text messages, call
    log, photos, audio files, and two videos. Majority op., ¶15.
    2
    Majority op., ¶¶37-40.
    1
    No.    2016AP897-CR.ssa
    to convict the defendant because                          the     other        acts
    evidence showed him to be a bad man.
    State     v.       Sullivan,       
    216 Wis. 2d 768
    ,       789-90,        
    576 N.W.2d 30
    (citations omitted).
    ¶63        The submission of Exhibit 79 to the jury is an example
    of an error with such a substantial prejudicial impact that
    confidence in the result of the entire trial is undermined.
    ¶64        The    circuit      court      aptly      recounted    the        prejudicial
    nature      of     Exhibit     79.         It   described     several        of    the   photos
    contained          in   Exhibit      79    as   "child      porn"    that     "serve[d]        to
    inflame the jury."                The circuit court did not "see how a fair
    trial could be had on the sexual assault count with the jury
    being given these photos."                  The circuit court opined that "[t]he
    messages and the pictures are in my opinion so inflammatory that
    I   think      a    jury    then     and    there     might   have     convicted         him   of
    virtually anything.               I do not have confidence in the result as
    to [the sexual assault] count."
    ¶65        It is hard to imagine anything more prejudicial than
    submitting          child    pornography         extracted     from     the        defendant's
    phone to the jury for its consideration during deliberations.
    Such inflammatory evidence creates a legitimate concern that the
    jury convicted Sholar not because the State proved every element
    of the charged crimes beyond a reasonable doubt, but instead to
    punish Sholar for being a bad man with child pornography on his
    phone.3
    3
    See         State     v.    Sullivan,         
    216 Wis. 2d 768
    ,           789-90,      
    576 N.W.2d 30
    .
    2
    No.   2016AP897-CR.ssa
    ¶66   As the circuit court put it, the content of Exhibit 79
    is "so inflammatory that I think a jury then and there might
    have convicted [Sholar] of virtually anything."     I agree with
    the circuit court, and for that reason, I would reverse the
    court of appeals and remand the instant case to the circuit
    court for a Machner hearing.
    ¶67   Accordingly, I dissent.
    3
    No.   2016AP897-CR.ssa
    1