On Sunday, Samsung dropped a new ads commercial on YouTube, encouraging Apple customers to change loyalties and “improve to Galaxy.” The crux of its argument is that in recent times, Apple has lagged behind, debuting “improvements” on the iPhone that Samsung already featured on Galaxy fashions that had been launched first.
However I am right here to inform you why Samsung’s advert is an epic fail.
Earlier than transferring on, this is full disclosure: I am an Apple consumer. I am writing this text on an iMac. I additionally personal a MacBook, an iPhone, and an iPad. I personal a number of Samsung merchandise, and my final telephone (earlier than buying an iPhone) was a Samsung. I understand the selection between Apple, Samsung, and different manufacturers belongs to the patron, and sometimes is a matter of what appeals to the person.
That being stated, I consider this advert will do extra hurt than good to Samsung, and this is why:
It focuses on Samsung’s chief competitor.
That is alleged to be a industrial for Samsung. You realize what’s humorous about that?
Each the primary and final pictures you see are Apple iPhones.
The industrial begins with Erik, the primary character, strolling previous a protracted line of Apple fans standing in entrance of an indication that includes the very first iPhone, with the next tagline:
It is coming.”
That picture, adopted by a scene during which Erik excitedly calls a cherished one after shopping for his personal iPhone, solely reinforces the nostalgia of the debut of a tool that actually modified the world.
Then there’s the ultimate picture of the industrial, the place Erik passes by an analogous (but noticeably shorter) line the place individuals are queuing as much as purchase the iPhone X, Apple’s new flagship product.
The issue is these pictures are self-defeating. They draw consideration to Samsung’s chief rival and provides Apple free publicity for its new telephone (which many reviewers are calling the brand new gold customary for a smartphone).
It (unwittingly) highlights Apple’s strengths.
I will be the primary to confess that Apple appears to have misplaced its edge as a real innovator.
However Apple’s robust go well with, at the very least the previous few years, hasn’t been debuting new tech. As an alternative, it is constructed a repute based mostly on:
- Bettering current tech
- Bringing options collectively in a package deal that is fashionable and consumer pleasant
- Pushing the business to the subsequent stage
The iPhone X is an ideal instance. Reviewers admit that whereas Samsung was the primary to make use of OLED screens (that are purportedly superior to the LCD screens utilized in most smartphones for years), Apple has now optimized and improved the OLED. The know-how utilized in Face ID has been round in laptops for some time now, however not in cell gadgets (at the very least, not at this scale). And that lacking headphone jack? Positive, it could nonetheless be a ache for some, however realistically talking, this was an inevitable change that Apple merely pushed ahead.
When Samsung demonstrates they’d some options first, they solely draw consideration to the truth that Apple has improved on a lot of them and popularized different adjustments that can absolutely be copied within the close to future.
It will get (most) Apple customers mistaken.
When Erik passes by these Apple disciples lined up outdoors, together with one fanboy who has a haircut modeled after the notorious “notch” of the iPhone X, Samsung pokes enjoyable at what many have known as the cult of Apple–those customers who should have absolutely the latest Apple merchandise, straight away, irrespective of the fee.
However this is the necessary factor Samsung is lacking:
Most of us Apple customers do not belong to that cult.
Contemplate me, for instance. I’ve by no means stood in a protracted line to purchase an Apple product. (Why try this when you possibly can order on-line?) I nonetheless use an iPhone 5S as my important telephone. My iPad is even older.
Have you learnt why customers like me favor Apple?
Positive, I just like the type and options. I am additionally a giant fan of iOS and Mac OS, the working system.
However there’s one more reason that is way more necessary: I favor Apple as a result of its merchandise present glorious return on funding.
That is proper, Apple merchandise work well–for a really very long time.
That iPhone 5s I am utilizing? It is 4 years outdated, however it nonetheless works nice. So does my (even older) iPad. And I used to be utterly pleased with my Home windows laptop computer (consider it or not, I am a giant Home windows 10 fan) till the broke, lower than two years after I spent a thousand bucks on it. (That is after I purchased my Macbook Professional, which is by far one of the best laptop computer I’ve ever owned.)
So, this is the factor:
Samsung, you make nice merchandise. There’s sufficient room on this world for each you and Apple.
But when it is actually necessary that you just lure prospects away out of your largest competitor, focus in your strengths, and on making the easiest model of your merchandise attainable.
As a result of adverts like this will likely make me snicker, however they will not persuade me to purchase your telephones.