Yes, that’s the takeaway from Samsung’s latest commercial slamming Apple, iPhone, and iPhone X. Advertising, at its best, is a medium to persuade people to favor one product or service over another. Comparison advertising is a valid means to do just that. For example, if you make and sell a smartphone that is exactly like an iPhone but at one tenth the cost, then you advertise that.
iPhone is the best selling premium smartphone on planet earth and probably has nearly 800-million satisfied customers. Advertising for a competing product probably should not point out that owning an iPhone is a mistake because that insults the customer base.
That’s what Samsung is doing. Insulting iPhone customers. This advertising campaign will fail and smacks of low-class desperation on Samsung’s part. Chance Miller:
‘Grow up with an upgrade to Galaxy,’ progresses through several past iPhone launches, mocking different features and changes along the way. The iPhone 3GS is mocked for its lack of storage space, while the iPhone 5s is mocked for not supporting a stylus. For 2015, Samsung just shows a bunch of people standing in line in the rain, presumably for the iPhone 6s.
Think about that for a moment.
The need for differentiation aside, most smartphone users of any brand do NOT use a stylus because the finger works and is more convenient. Why do customers not stand in line to buy a Samsung smartphone?
For 2016, Samsung hits the iPhone for not being water-resistant. This is an interesting choice seeing that the iPhone 7 was touted by Apple as being water-resistant and the device was found to withstand significant time in water.
Again, differentiation is key here. Samsung touted water-resistance but tests showed both Samsung’s best and Apple’s best were similarly resistant.
Samsung mocks the iPhone 7 for its lack of a headphone jack and lack of support for Qi-enabled wireless charging. Of course, the iPhone 8 and iPhone X now support Qi wireless charging.
This is typical for Samsung. Ignore the facts. Why? The lack of a headphone jack in iPhone 7 and 7 Plus became a non-issue as iPhone 7 models outsold Samsung’s flammable and exploding Galaxy Note 7 by a large margin. Most smartphone customers– including Samsung’s– do not use Qi wireless charging; which, by the way, is conductive, not wireless.
How does Samsung’s commercial end? As expected.
Ultimately, the iPhone user in the video ends up switching to Samsung’s Galaxy Note 8. For one last shot at the iPhone, the now Galaxy Note 8 user walks past a line of people waiting for the iPhone X – complete with someone rocking a notch-shaped hair cut.
Twisted and half truths combine well with non-facts to present an image of Samsung’s superiority. So thinks Samsung. Instead, the commercial insults iPhone customers for their choice while ignoring a far more public situation, as exemplified Zac Hall’s tweet:
Conveniently leaves out exploding Samsung Note 🤷🏼♂️ https://t.co/RMhCrF5SpW
— Zac Hall (@apollozac) November 6, 2017