Over the past week we have seen a media barrage coming from Samsung’s corner aimed directly at the iPhone 5. This comes as no surprise given the current relationship between the two tech companies, and especially after Apple’s huge victory in court. The fact that Apple is adding fuel to the fire by reducing the amount of Samsung tech they use in building the iPad, isn’t helping either.
Lately, we have seen a TV ad titled “The Next Big Thing is Already Here” from Samsung. And while it is gaining a lot of hype, most of its directed in a negative tone. The ad directly target’s the iPhone 5 in a blatantly negative style. If Samsung had released some of these ads before the war started (or their loss in court) maybe it would be considered a smart campaign. But the way consumer’s see this campaign in my opinion, is that its just been created out of shear anger. Why did the clean informative ad’s from Samsung about their mobile device in the past, all of the sudden turn so negative?
I believe Apple won’t release any strike back at Samsung in the marketing arena, and some may want to see the pot start to boil, but it’s just not smart. In such a saturated market of smart phones, taking the approach of “educating the consumer” on your phones features is best. Some might disagree with me, but keeping things light and clean would have helped Samsung in the long run. Now these ads are seen as a negative move of desperation, when they aren’t needed.
Here are some the new key ads that Apple has launched in support of the iPhone 5 over the past week (four TV ads in one video):