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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

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.

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  1. Matloob on September 16, 2012 12:15 pm

    I dont see anything wrong with the ad. is Kipper being paid by Apple to make this fuss?

  2. Matloob on September 16, 2012 12:16 pm

    I dont see any thing wrong with the Adverstisement. What is the fuss about?

  3. M. Aldalou on September 16, 2012 12:21 pm

    Hundreds of thousands, if not millions, do see the fuss about such a provocative advertisement that is intended to belittle Apple’s products. Within normal business constraints, brands usually promote themselves without including their rival brand. Secondly, Samsung left out many of the iPhone’s main features in order to make their list appear much smaller.

    I assure you, i am neither an Apple fan nor a fan of Samsung. Nor has anyone been paid to make a fuss. Hundreds of international publications have also covered this story. I sincerely doubt that they were all paid off by Apple.

  4. Bassam Fayyad on September 16, 2012 12:21 pm

    Samsung said no bad about iPhone5.
    They just listed some of the true specs of both phones.
    Why would iPhone die-hard fan take it in a bad way.
    It really does not take a genius to figure it out.

  5. Omar on September 16, 2012 12:49 pm

    There’s nothing wrong with the ad. For all those claiming ‘lawsuit’, competitive advertising (even showing the other product side by side, logos and all) is allowed in the US as it is seen as beneficial to the consumer, as long as it is based on verifiable truths (which it’s doing).

    For all those claiming ‘low blow’, no one seemed to think so from the famous Mac vs PC ads.

    Fair play to Samsung for taking the fight to the streets and laying down some (selective) facts. Should be interesting to see how this plays out.

  6. Daniel on September 16, 2012 1:05 pm

    For the neutral observer, this is real fun! i think the US already has seen it’s share of competitor bashing advertisements in the past and this isn’t too much of a surprise.

    A little bashing doesn’t hurt anyone as long as it results in the customer benefitting from competitor driven technological advances, pricing, convenience etcetera.

    Apple’ll hit back for sure and definitely with a touch of class. Bring it on lads!!!

  7. MK on September 16, 2012 1:08 pm

    as long as the facts are correct, which them seem to be, this as is perefectly ok!

  8. OFiroz on September 16, 2012 9:14 pm

    I think there is no problem with the Ad, Samsung is comparing Apple Iphone 5 with their own phone! If Apple feels Samsung didn’t mention some of Apple’s prime features, then let them come out with a reply ad! WTF! Now Samsung is the No.1 Mobile device seller in the world, overtaking Apple this year, very aggressive marketing and strategy, it seems like Koreans put it in action the late Steve Jobs strategy before even Apple could do! Bravo!!

  9. chaz on September 17, 2012 5:45 am

    very clever Samsung.
    Well done.
    Dont lay down and roll over without a fight!

  10. bagem on November 18, 2012 5:01 am

    I am glad Apple is getting competition. I find the cult approach unattractive, Apple fans are fanatics. This is not a VIP club, it is a gadget, a tool, get over it. I did not like Sony when they forced us to purchase their own SD cards. I don’t like Apple for forcing us to use their chargers, iTunes, etc. I am not the type to follow cults.
    To have Apple sue Samsung only showed the obvious; they are starting to lose the race and the free market is not enough to save them. They need a judge. We all know that when the US gets involved in the free market, there is no justice, just political interest to save US jobs. Boeing vs Airbus MRTT plane deal. Canadian beef and lumber industry. iPhone vs Samsung. Open market, and market self-regulation is a philosophy which is preached and enforced as long as it is unilateral. Products that come in get taxed for having had foreign government funding, but they can save GM again and again, that’s ok.
    Kippreport shows us once again how objective Medias have become. I remember when journalism integrity stood for something. It’s all business now deprived of professional integrity. Hey! the title still got me to read the article after all and even post a comment! and they still helped to spread the Viral add they criticized. So in a way they did a good job. Business is business, so whoever financed this “media” got his money’s worth.


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