Companies frequently have a narrative throughout their advertising campaigns. The love story in the Nescafe adverts, the adventures of Al and Monkey in the ITV Digital ads etc. Samsungs chosen narrative is constantly comparing itself to Apple . Their latest attempt is no different.
It’s essentially a spec comparison sheet comparing the iPhone 5 to the Galaxy s3 topped with the slogan “It doesn’t take a genius”. Of course a lot of these specifications are completely subjective but Samsung is hoping that by prefacing the comparisons they will convince customers that their product is better, which of course for a lot of people it will be. There are a few flaws in the comparison however. They list the iPhone 5 as having 1GB of RAM and whilst this may turn out to be accurate, that information is not known publicly yet. Samsung then lists their unique software features but does not extend the same courtesy to the iPhone 5.
I for one would like to see Samsung attempt to move past their connection with Apple and stand on their own. Sure, they may be a bit bruised from the courts but this isn’t going to win them any goodwill from Cupertino. Samsung has been number 1 in smartphone sales for around 18 months now, perhaps its time they stop portraying themselves as the underdog?
The Ad can be seen below and beneath it. I have annotated some additional information that may be useful if you are using this ad to make your decision between the 2 devices
Update
Someone has mocked up a version skewed towards the iPhone 5.
Resolution is clearly more important than PPI, particularly when it’s an industry-standard resolution, which then gives significant benefits.
It’s also not subjective that MicroUSB is a standard, and the new lightning connector is something that no-one currently has. Even for people that currently have iPhones, MicroUSB chargers and cables are readily available and cheap, and people ARE likely to have other devices already that use them.
For the ones that are a tie, that’s the POINT. Apple aren’t beating a phone that’s been out quite some time now.
Resolution is more important to you. It doesn’t automatically count as a win just because its higher. Its also nowhere close to being labelled an “Industry Standard” very few Android phones in the grand scheme of things have that resolution.
I’ve already written an editorial on Lightning VS MicroUSB. Long story short – Lightning is capable of a lot more than MicroUSB. MicroUSB is an optional standard for charging only.
Apple aren’t trying to beat anyone on specs, thats never been their remit in any of their product lines. Even Samsung have outdone the Galaxy S3 with the Galaxy Note 2 in terms of raw specs.
Of course 1920×1080 is an industry standard. I’m not talking about Android devices, I’m talking more broadly than that. For displaying content, it’s a standard. The ipad’s resolution is terrible for displaying any content that’s available because people don’t produce content in that resolution so it can only be displayed scaled.
I still have yet to see anything that Lightning can do that MicroUSB can’t. MicroUSB for charging is what the EU require, but there’s obviously more to it than that. USB, for instance.
And I wasn’t talking specs either. Of course the iphone doesn’t win on specs – I don’t see that it wins on any grounds.
The fact that Samsung are having to do these adverts shows have unnerved they are already by the iPhone 5, even before its released.
You don’t see Apple using similar techniques.
Oh, and samsung saying that those of lesser intelligence pick the iphone? 🙂
I am a happy HTC Sensation owner, BTW.
I like the re-done image in favour of the Iphone 5 🙂
Careful, the fanbois are getting agitated – scary thought.
Just thought I’d say turn over to mute was perfected by Ericsson in 2001 on the r520m. In fact the ip5 design cues have been stolen from Ericssons use of magnesium in the centre of their phones. Look it up!