Apple Inc. and Samsung have been in a cat and mouse game for quite some time now, with each aiming to outrun other, and in the process – sometimes – copying each other’s features. Both the smartphone giants have long been engaged in a patent war, but now, it appears the Korean firm has taken the war to an embarrassing new low by going as far as to copy Apple’s advertising campaigns.
Apple and Samsung – the fight still on
Some of Samsung’s anti-Apple ads have been brilliant, but some can be said to be exceedingly lazy at times. And, the most recent example is its new ad titled “Captured on Galaxy S7.” The aim of this ad is to show the quality of Samsung’s 4K video recording on both the Galaxy S7 and the S7 Edge. There is nothing wrong in it, but its slogan is something that should ring bells.
The slogan of Samsung’s new ad is very similar to Apple’s long-running campaign “Shot on iPhone,” which aims to show the quality of the iPhone’s camera. However, Samsung’s campaign – unlike Apple’s one – does not claim that its ad was shot by real people. “Indeed, it’s there to highlight the 4K Ultra HD Video enjoyed by its latest phones. The images are pretty and, oddly, not wobbly in the slightest,” says a report from CNET.
“This new Samsung ad, while pretty in itself, isn’t entirely involving. It feels far too manicured to be inspiring. It feels like a lot of stock footage slapped together,” says CNET.
If this was any brand, it may not have got much attention, but its Samsung – a brand with a long and storied history (on the rough side) with Apple. It has not been long when Samsung came up with a Rose Gold version of the Galaxy Note 5 shortly after Apple Inc. introduced the Rose Gold iPhone 6s. Apple too has taken some ideas from the Korean firm. The US firm introduced the big screens phones after taking hint from the rival.
Nothing wrong in mocking rivals
Samsung mocking Apple Inc. with its ads is nothing wrong, believe EVP of Global Marketing at Samsung Mobile – Younghee Lee. “We always relentlessly pursue what we think is right in technology. Our communications program is no different. If we think it is right, we pursue it relentlessly,” Lee told Adweek.
Lee told that they are aggressive with their marketing towards the rivals in the North America – “we went at them head on.”
Presently, the Korean firm is the biggest phone maker globally, shipping 23.2% of all the phones shipped in the Q1. On the other hand, Apple’s share dropped to 14.8% from 17.9% in Q1 2015.
On Friday, Apple shares closed down 2.28% at $95.33. Year to date, the stock is down over 11%.