Korean smartphone maker carries battle to the small screen
A new ad depicting Apple fans as clone nerds looks set to be hitting American TV screens soon in the latest swipe by Samsung at its arch rival. News that filming is already underway in Los Angeles comes just hours before Apple’s big launch of the iPhone 5 which, according to J P Morgan, could boost overall US growth by $3.2 billion or, put another way, by between a quarter and half per cent in Q4.But the new iPhone’s strategic importance to the US economy, imaginary or otherwise, appears to carry little weight with Samsung as it continues to wage war on its Californian enemy.
It is already said to be preparing legal action against the iPhone 5, claiming that it violates its 4G patents, and now intends to rub salt into the wounds by mocking Apple devotees for their lack of individuality.
Samsung has previously lampooned Apple fans in an ad campaign and the latest is reported to be in much the same vein – featuring a ‘store’ closely resembling one of Apple’s and with cardboard cut-outs of smiling, identikit ‘Apple geniuses’ and mock-ups of the US giant’s products.
Korea’s Samsung, though clobbered recently for $1 billion in a San Jose court for infringing Apple’s designs, has ironically succeeded because of its wide variety of smartphones and devices that stand in stark contrast to Apple’s more uniform and limited range of handsets.
It’s this lack of variety that, according to website The Verge, Samsung will target.
In the previous ad, Apple geeks queuing up for the latest offering – much like today – are depicted as automatons, with one worried fan asking another, “If it looks the same, how will people know I upgraded?”
In another scene, they get excited by the nifty smartphone a passer-by is carrying until they discover it’s made by Samsung.
Declares one guy in the Apple queue: “I could never get a Samsung, I’m creative..”
“Dude, you’re just a barista,” his friend responds.