Kippreport gets the scoop from Neelesh Bhatnagar, CEO of Emax, and Nadeem Khanzadah, head of omnichannel retail at Jumbo GroupSeptember 2, 2015 5:24
Samsung boldly bashes iPhone 5 in print ad: another lawsuit?
The Korean company appears to have taken to 'the street' method of fighting back against its most powerful rival...
September 16, 2012 10:01 by Muhammad Aldalou
While Kipp generally prefers to not take sides, particularly in an awkward situation where two technology giants continue to bash at one another, we did find Samsung’s new ‘Apple-basher’ rather intentionally provocative. Duh! It would appear that the Korean company hasn’t had enough of lawsuits and is purposefully attracting another with their design of a new controversial advertisement aimed at demoting the iPhone and promoting the Galaxy S3.
Actually, the public might see it as demotion but Apple would most likely take it as degradation. But, degradation or not, competitive advertising is legal in the United States as long as the truth and inclusive facts are stated. Whether or not Samsung did an adequate job of listing all the facts and truth of Apple’s latest brainchild is for the American giant to decide once they wish to take action. And Kipp suspects that they might.
The print advertisement (yes we see the irony), titled ‘it doesn’t take a genius’ pretentiously claims the Galaxy S3 is the ‘next big thing here’ while depicting the iPhone as a relatively modest piece of technology by comparison. The title is, as Apple fans should know, a play on the ‘Genius’ brand of Apple.
Naturally, Samsung has failed to mention several important features of the iPhone while stretching out several rather trivial features of their own baby. It’s not that Kipp doesn’t believe in the Galaxy’s performance and quality, but a stronger point could have been made if the information posted about their rival was more accurate. At the very least, it would have given the content a stronger feel of credibility rather than a petty targeting fueled by insecurity.
While it’s clear that Samsung still holds a grudge and is yet to move on, it is seen as a bold move even for them.
However, that’s not to say that Apple has never thrown a few spitballs in Samsung’s direction. In fact, when the companies were going to court, the Korean giant was hoping to use Steve Jobs’ “aggressive” quotes as evidence until the judge, to Samsung’s dismay, dismissed them as irrelevant to the trial.
“I am going to destroy Android…I’m willing to go thermonuclear war,” said Jobs. “I will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrong.”
It’s not entirely clear yet which U.S. publications (or others for that matter) are getting ready to publish this advertisement, as it could prove to be a risky move for them as well. But naturally and funnily enough, a print ad that was intended to be published in the press today has already gone viral all over the web. Perhaps that was Samsung’s intention all along?
At any rate, we will let the ad below speak for itself.
Do you think the ad was a bit too harsh or perfectly within their rights? Leave your comments for us to know.