Samsung Takes a Stab at iPhone 5 and Apple Loyalists
In its latest (and thoughtfully-timed) campaign for the Samsung Galaxy S III, Samsung Mobile pokes fun of Apple-Fanboys and the iPhone 5, while suggesting “the next big thing is already here.” (Watch TV spots here.)
The campaign is smart as it taps into what digital thought leaders are already saying about Apple phones. Each new version of the iPhone is “improved,” but not groundbreaking. For example, the iPhone 5 offers “panorama mode” photography that has been available on most smart phones for years. A new earbud design is thoughtful, sure, but really cool and innovative? Hardly.
As the Samsung ads convey, these small improvements (like moving the headphone jack to the bottom of the phone) don’t vastly improve the user experience. And it definitely doesn’t impress the digital community. Leaving us all to feel like we’re having yet another bout of déjà vu.
What I found even more interesting about these ads is Samsung’s subtle suggestion that the Apple user is getting older and is out-of-touch with the latest technology. The Samsung users in the commercial are all young, hip, and appear tech-savvy. While an older couple, who seems lost and confused, is shown waiting in line for the iPhone 5.
Sales for the iPhone 5 certainly don’t reflect Apple’s lack of groundbreaking technology and innovation. Five million phones were sold the first weekend alone. However, should Apple continue to be a follower instead of a leader in the smart phone market, I predict those who crave innovation and cutting edge technology will move away from the iPhone, if they haven’t already, and the iPhone demographic will grow older and more out-of-touch.