•  paul
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It's said that imitation is the sincerest form of flattery, though Apple certainly wasn't flattered when it accused Samsung of copying the look and feel of the iPhone with its Galaxy line. Instead, the cranky Cupertino outfit took Samsung to court in several territories and at one point won a $1.05 billion verdict (it was later reduced in half). Well, turnabout is fair play, and now Apple's the one being called a copycat by its South Koren nemesis.

Samsung's U.S. arm is taking swings at Apple's iPhone 6 and iPhone 6 Plus in a series of ads. Interestingly enough, Samsung is willing to dole out some collateral damage in the process by taking certain members of the press to task for not recognizing how forward-thinking Samsung might have been by jumping into the phablet category several years ago.

In the ad, Samsung points out that early reviews of its Galaxy Note likened the handset to a "piece of toast," with another calling it an "unwieldy beast."

"Now it's not being dismissed by competitors, it's being imitated," Samsung says in reference to the new iPhone models. "The thing is, the Note is more than big. It's about being more productive...more innovative, more fun. Today people are saying, 'Is it just me or does the new iPhone 6 Plus look like a Samsung Galaxy Note 2 from 2012?'," Samsung continues.

Galaxy Phones

The ad is a bit more snarky and direct than previous Samsung commercials, though the point is made loud and clear. Critics of the new iPhone 6 models contend that Apple is no longer an innovator in the mobile space, and that's a valid assessment. It's true that the iPhone 6 needed to be bigger -- or at least offer a bigger version -- to stay relevant with a growing crowd of consumers who are now used to larger screen sizes, but there's no standout feature that knocks your socks off. Even the rumored sapphire glass display didn't make it time, though don't be surprised if that's the main selling point of the inevitable iPhone 6s.

Despite all this, demand continues to run high for Apple devices. Though we're still waiting on official numbers, Apple says the iPhone 6 and iPhone 6 Plus launch set a new record in pre-orders.

Update: Under the hashtag #thenextbigthing , you can find some other examples of Samsung taking shots at Apple...

Something tells us Samsung will get mileage on this for a bit longer.

Good for Apple.

But I really like my new Samsung Phone. I will not be switching anytime soon, that's for sure.


Thanks to an ignorant Steve Jobs iSheep are getting their "updated" hardware several years later then the competition.


Those Samsung ads just makes the company look pathetic (which is not a good thing for Samsung).

Not only do the ads come off as being petty, but also wrong and irrational.

All of Samsung's "attack" ads have been hurting, not helping, the company. Here are a few reasons why:

1) The ads show how defensive and insecure Samsung has become about trying to compete with Apple's products.

2) The ads inadvertently draw attention to Apple products (a good advertising rule is that ads that reference your competition, even if it is meant to be negative, only help to publicize the competitor's products)

3) The ads don't focus on the benefits of Samsung's products, leading viewers to believe that there are none.

4) Many of Samsung's ads insult users of Apple products (and insult their intelligence) which only repels this huge market, instead of attracting them to Samsung. (Note to Samsung: if you are trying to get iPhone users to buy a Samsung phone, don't insult them ;-))

Samsung should take a look at Apple's iPhone ads. Those ads don't reference Samsung or any other competitors. They clearly show the benefits of using an iPhone. And they don't insult prospective customers.



1. It's not insecure or defensive to point out that your competition is riding on pure brand and not next-gen tech.

2. I understand the old adage that any exposure is good exposure, but there are diminishing returns to the rule when you reach the sort of dominant position these brands hand (just like coke vs cola, ford vs chevy vs dodge, etc...)

3. You can only fit so much into a 30s ad. Some ads focus on features, others focus on brand.

4. It's all about dismantling their brand. Insulting or exposing an Apple fanboy's preferences can be a very powerful emotion to manipulate. Yes, some people will stubbornly hold on to their bias, but others who have chosen Apple because they made the assumption years ago that Apple is ahead of the game (when they were) will take pause and reconsider.


VW, I disagree that all the ads focus on the competition. The latest "next big thing" focuses squarely on the Note 4 while taking shots at Apple along the way. The bottom video ad here does have an air of insult to it and focuses on the competitive product though; that I'll agree with. Still, I think it's good marketing and frankly too tempting for them to avoid I'm sure. For years, a larger screen has been the one major drawback to the iPhone and Samsung likely captured lots of market share on that one shortcoming. Now, we'll have to see how things play out. I think Apple is going to come roaring back, personally.


HAHA nice ad, so true. I feel sorry for apple fans, they had to wait for years to get a bigger screen and even now that they release it its still lacking. It still amazes me that people would line up for days and pay that much for a product that is really unimpressive and lack-some.