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Fanboy commercials to make a reappearance, but is Samsung going too far?

Samsung Electronics Comp., Ltd. (KSC:005930), the world's largest smartphone maker, may make the system-on-a-chips that power second place Apple, Inc.'s (AAPL) smartphones, but there's no love lost between the competitors.

After a massive one billion dollar court loss, Samsung is going on the defensive, unveiling new Android models (such as the new Galaxy Note 2, a 5.5-inch mega-smartphone), trying to block Apple's efforts to expand the ban to the Galaxy S III (Samsung's most popular model, and not named in the current case ruling), and lastly hedging its bets with a shiny new Windows Phone (immune to Apple lawsuits and bans, thanks to Microsoft Corp.'s (MSFT) cross-licensing pact).

Just in time for this week's iPhone announcement, Samsung is also busy crafting a set of new anti-Apple commercials to help repair any image damage from the case.  The new commercials are similar to previous ones, depicting fake Apple "fanboys" and "fangirls" in line at a fake Apple store, waiting for the latest fake iPhone.  

As with previous commercials, along come Samsung device owners.  The Samsung owners of course show off slick features that the new iPhone does not have, leading to much consternation and frustration among the Apple faithful.

Samsung ad
A billboard with fake Apple geniuses is featured in Samsung's new ad. [Image Source: The Verge]

Samsung goes to meticulous lengths -- as documented by The Verge -- to make sure its fake Apple store looks a lot like the real thing, although it's careful to avoid certain details -- like too narrowly depicting the actual iPhone/iPad design-wise or showing actual screen renders from Apple's devices.

After all, Samsung wouldn't want to get hit with another suit from Apple.

Source: The Verge


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"Losing the case?"
By Dorkyman on 9/11/2012 7:00:07 PM , Rating: 5
Hey, maybe I'm a little slow here, but while Samsung lost the first round, that's all it is--the first round.

They have appealed, and from what I recall they have an excellent chance of getting the verdict overturned.

So, yeah, of course you go on the offensive. You fight and keep on fighting. Go to the mattresses. All that stuff.




RE: "Losing the case?"
By ProZach on 9/12/2012 4:56:05 AM , Rating: 3
Exactly, winning one battle does mean the war is over.

And isn't nice for a change that Samsung uses commercials to mud-sling Apple, especially when Apple has a vendetta-like history of bashing its laptop/desktop competitors with similar advertisements?


RE: "Losing the case?"
By ProZach on 9/12/2012 5:03:07 AM , Rating: 2
edit: ...does NOT mean the war is over.

Might as well inquire here: Is the formula for the up-and-coming leader noted by its utilization of smear-campaigning via adverts, or just coincidence?


RE: "Losing the case?"
By erikejw on 9/12/2012 9:32:58 AM , Rating: 2
Mobile patent(s) is key to Apples successes.

In court when the case is thrown out they claim.

Apple attorney : This is a mobile patent. We just move it so it includes what we want.

Judge : Ok , you move it so it includes what you want , I have to agree with that. 1 Billion$ for you my friend, don't forget me reelection campaign.


RE: "Losing the case?"
By feelsgoodbaby on 9/12/2012 5:16:06 AM , Rating: 2
Agree in totality! Time to give them a taste of their own medicine.


When was their image damaged?
By Belard on 9/12/2012 12:18:00 PM , Rating: 2
When was Samsung's image damaged? Fanboys will be fanboys, but most people don't even know the trial has even happened.

Maybe Apple's image has been damaged? Rectangle with rounded corners is forever... stupidly, apple.

Apple's actions lost me as a customer.




wut
By Nortel on 9/11/12, Rating: -1
RE: wut
By Reclaimer77 on 9/11/2012 2:26:05 PM , Rating: 4
It's not stupid, it's brilliant.

The majority of the public, you're average consumer, simply does NOT understand Apple's point of view. To them, it's a giant company throwing a fit and belligerently suing it's own business partner over childish claims.

More and more people are being turned off by Apple's behavior, this is the perfect time to exploit that. Simply brilliant strategy.


RE: wut
By messele on 9/11/12, Rating: -1
RE: wut
By Demoure on 9/11/2012 2:37:20 PM , Rating: 5
Generally slander implies that the content is false, so you can't fault samsung for advertising using the truth. I mean, if you think this is slander, we should talk about the old "get a mac" commercials.


RE: wut
By Omega215D on 9/11/2012 6:00:11 PM , Rating: 5
It's all fun and games for them until they get a taste of their own medicine then it's all waaahhhh!


RE: wut
By messele on 9/12/12, Rating: -1
RE: wut
By lightfoot on 9/11/2012 2:37:23 PM , Rating: 5
quote:
First rule of sales: Sell on your own merits NOT by slandering the competition.

Nobody told Apple that. The entire Mac vs. PC ad campaign was built entirely around slandering the competition.


RE: wut
By Shadowself on 9/11/12, Rating: -1
RE: wut
By Reclaimer77 on 9/11/2012 5:38:59 PM , Rating: 4
Oh please, what are you shoveling? The meaning of the adds were clear: Our stuff "just works", competitors don't. Our stuff is easy to use, their stuff doesn't work at all. etc etc

Half the claims were outright lies (like security), the other half completely unrealistic generalizations.

Were they outright slander? I wouldn't say that. Were they HEAVILY negative? Absolutely. The entire theme of the adds weren't necessarily about what they did right, it was about what Windows did wrong.


RE: wut
By Shadowself on 9/11/12, Rating: 0
RE: wut
By tfk11 on 9/12/12, Rating: 0
RE: wut
By Digimonkey on 9/11/2012 2:37:26 PM , Rating: 2
Like the old Mac vs PC ads of long ago with Justin Long?


RE: wut
By FITCamaro on 9/11/2012 2:55:10 PM , Rating: 1
Old? 3-4 years is old?


RE: wut
By quiksilvr on 9/11/2012 3:48:42 PM , Rating: 5
Yes. This is the digital age. 3-4 months is old.


RE: wut
By FITCamaro on 9/11/2012 2:54:45 PM , Rating: 5
Apple's first rule of sales: Sue your competitors when your own products won't sell as well.


RE: wut
By aharris02 on 9/11/12, Rating: -1
RE: wut
By Shadowself on 9/11/2012 5:12:45 PM , Rating: 2
Not quite.

A new study by Reuters points out that world wide, with regard to IP litigation, Apple is purely a defendant in about 60% of those cases. Apple is counter suing in about 25 percent of those cases (somebody sued Apple first then Apple sued back). Only about 15% of all of the cases are those that Apple initiated by suing someone else first.

However...
The study does show that Apple's attacks have about doubled in 2012 over those in 2011 or 2010. So much for anyone claiming that Steve Jobs was more interested in suing people than Tim Cook! Rabid anti-Apple haters often quote the "thermonuclear" option of Steve Jobs and deluded Apple fanbois often quote Tim Cook as stating that lawsuits are an absolute last resort after trying *everything* else. Seems neither could be further from the truth.


RE: wut
By ven1ger on 9/11/2012 6:20:41 PM , Rating: 2
You may also want to check out who was suing Apple. The ones that made headlines that I saw suing Apple were mainly by Patent Trolls, so if you remove the Patent Trolls from the mix, the percentages will most likely go up higher that Apple has been lawsuit happy.


RE: wut
By Gio6518 on 9/12/2012 12:21:59 PM , Rating: 2
quote:
Apple has been lawsuit happy.


What do you mean their sue happy

http://www.theinquirer.net/inquirer/news/2204675/a...


RE: wut
By TakinYourPoints on 9/11/2012 11:33:03 PM , Rating: 4
Facts have no place in a circlejerk


RE: wut
By Reclaimer77 on 9/11/2012 2:55:15 PM , Rating: 2
quote:
First rule of sales: Sell on your own merits NOT by slandering the competition.


AHAHAAHA right, and we see how disastrous that strategy was for Apple, right?

They milked the "Mac VS PC" adds for all they were worth, riding their pc and laptop market-share from abysmal, to respectable, in just a few short years.

First rule of sales my ass.


RE: wut
By 96suzuki on 9/11/2012 3:06:28 PM , Rating: 2
quote:
You'd think it's brilliant of course Reclaimer77 since you eat Samsung dick for breakfast, lunch and dinner


I agree with Reclaimer77 100%. Obviously you eat Apple dick any and every chance you get or you wouldn't have written that.... As far as i am concerned I will never buy an apple product because of their business practice in suing everyone because they are incompetent of developing new product on their own.


RE: wut
By Dr of crap on 9/11/2012 3:15:03 PM , Rating: 2
DID you see the previous ads from Samsung??
They were great. It is refreshing, no bad taste at all.

And I can only guess the new ones will be just as good.

You'd best go view these older ads.


RE: wut
By alcalde on 9/12/2012 2:42:16 AM , Rating: 1
That's what people always say, but then they eat it up when their political candidates go negative. People won't admit it overtly to pollsters or perhaps themselves, but they love the attacks.


RE: wut
By Dr of crap on 9/12/2012 8:18:12 AM , Rating: 2
WRONG!!!
I HATE those stupid political ads attacking the other side.

I vote for the first politcal person that DIDN'T attack the other side one bit. It would be SOOO nice to not heat that crap again!

I guess you LIKE those ads all over your TV and radio!


RE: wut
By kattanna on 9/11/2012 2:42:02 PM , Rating: 2
quote:
The majority of the public, you're average consumer, simply does NOT understand Apple's point of view. To them, it's a giant company throwing a fit and belligerently suing it's own business partner over childish claims.


actually.. i have to wonder if the general public is even aware of the lawsuits in anymore then a mere passing.


RE: wut
By Tony Swash on 9/11/12, Rating: -1
RE: wut
By Demoure on 9/11/2012 2:52:32 PM , Rating: 2
Oh boy here we go


RE: wut
By Reclaimer77 on 9/11/2012 3:01:34 PM , Rating: 3
quote:
I guess that's why Apple is the top brand


They're the top brand because people are actively supporting their legal campaign? Really? How do you build a bridge of logic THERE!

Typical Tony response...


RE: wut
By retrospooty on 9/11/2012 3:45:11 PM , Rating: 2
Yup, he pretty much is the troll under the bridge of logic (to nowhere)


RE: wut
By Reclaimer77 on 9/11/2012 3:49:29 PM , Rating: 2
And I like how he links a freaking survey, but ignores all the proof we provide of Apple's shrinking market share.

Surveys shmurmeys, market share is the TRUE indicator of these things.


RE: wut
By retrospooty on 9/11/2012 3:57:25 PM , Rating: 2
LOL, ya "Apple fans perfer Apple" there. Proof.

MEanwhile back in the real world LEnovo makes the highest quality computers on Earth and teh iPhone is outsold, outspec'd outperformed, and dimply outdone by the company that copied it. 4 to 1 sales gap and climbing. Meanwhile the PC, in spite of the end that Tony keeps imagining, is still outselling the Mac by 15 to 1.


RE: wut
By Pirks on 9/11/12, Rating: 0
RE: wut
By retrospooty on 9/11/2012 6:37:00 PM , Rating: 2
If the conversation is about business model and making $, then yes. Apple is doing extremely well. I dont recall that being the topic though.


RE: wut
By momorere on 9/11/2012 6:33:13 PM , Rating: 1
Market share is meaningless according to The Great Tony. It is ALL about profits. It is what makes the world go around. He doesn't get any of those profits aside from his normal paycheck from them. Just being the "most successful" tech company and profits makes crApple unstoppable.


RE: wut
By Pirks on 9/11/2012 6:49:59 PM , Rating: 1
Market share is meaningless according to the common sense. Profits allow your company to outspend others on R&D, pouch best employees from others, build ultra nice offices in best cities like SF where people would kill to live in, have serious cash purchase power in negotiations with component suppliers, or purchase competitors (or any other interesting company/tech) right there the moment you see them.

Market share gives you shit, and that's all you get from it. You can't spend on R&D in marketshare, you need $$$ that comes from profits, not market share. You can't build nice offices, pouch best people in the industry and purchase companies or tech, or get favorable supply contracts with market share. You can't do shit with market share. For all of this you need MONEY that comes NOT from MARKET SHARE, it comes from PROFITS .

Is that clear now?


RE: wut
By momorere on 9/11/2012 7:05:20 PM , Rating: 2
Typical sheep response. I guess you guys can't/won't realize that crApple is going further down the ladder everyday. Explain to me what they are "buying" with all that money ? Oh wait, they aren't buying anything, only continuing to take from others then turning around and suing them for ripping off "their idea". crApple hasn't spent money on R&D in forever due to my fact in the previous sentence unless you count paying for lawsuit after lawsuit as "R&D". They are only hoarding the money to try and prove some sort of point.

I see you didn't reply to my post geared towards you earlier dealing with Hypsis (Crysis) as you know you were proved wrong there as well. You claim to use BB/Android yet defend crApple to no ends. Nice job guy.


RE: wut
By Pirks on 9/11/2012 7:54:14 PM , Rating: 2
quote:
crApple is going further down the ladder everyday
You call their continuous revenue and profit growth "going down the ladder" because you're a troll or a mentally ill or both.
quote:
you were proved wrong there as well
Yeah I see how you failed to prove that crappy HL engine renders better looking scene than Crysis's one. Wanna try again eh? ;)


RE: wut
By Solandri on 9/11/2012 9:18:20 PM , Rating: 1
quote:
Market share gives you shit, and that's all you get from it. You can't spend on R&D in marketshare, you need $$$ that comes from profits, not market share.

For most products I'd agree. But this is as much a battle between the App Store and Google Play as it is between the iPhone and Android phones. Market share does matter.

Personally I don't really care who "wins". I prefer Android, but I can see why iOS appeals to a lot of people. I just want there to be two strong competitors in the market (who actually compete with each other, not get each others' products banned). I don't want to see a repeat of what happened to computer OSes (DOS/Windows) and browsers (IE).


RE: wut
By bsd228 on 9/11/2012 10:39:19 PM , Rating: 2
Pirks - you probably should look up Cupertino on the map. it's rather far away from San Francisco - it's really a part of San Jose. Even Google is closer to SF.

If market share didn't matter, Apple wouldn't be suing Android left and right. They fear it greatly, because their first mover advantage is fading quick. When they finally offer an iphone with an micro sdhc card, we'll know they're quaking.


RE: wut
By Tony Swash on 9/11/2012 8:09:08 PM , Rating: 2
quote:
Surveys shmurmeys, market share is the TRUE indicator of these things.


I guess Symbian has won then :)

If there is one lesson from the modern mobile device market it is that market share signifies nothing of any consequence.

By the way writing words in CAPITALS doesn't strengthen your ARGUMENTS it just makes you look a bit DESPERATE and even slightly CRACKERS. It conjures up images of bulging eyeballs and someone clutching ones lapel and babbling about finding Jesus.


RE: wut
By Tony Swash on 9/11/2012 6:57:01 PM , Rating: 2
quote:
They're the top brand because people are actively supporting their legal campaign? Really? How do you build a bridge of logic THERE!


My dear dim witted friend you appear to be responding to a point I did not make. Again. Try to pay a attention. I think that there is no evidence that Apple's brand has suffered as a result of any legals actions, and plenty of evidence that Apple's brand reputation is not only very high but has gone up recently.

I know you Apple haters are always looking for the signs that Apple's doom has finally arrived, or that Apple will stop being the world's most successful tech company and retreat back into marginality where you no doubt think it belongs. Unfortunately that's not how things are panning out.

In response to those who continually conflate total handsets sold with market share I would simply point out that in Q1 2010 Apple sold 8.7 million iPhones, in Q1 2011 Apple sold 16.2 million and in Q1 2012 Apple sold 37 million iPhones. Anyone care to offer an estimate for Q1 2013? A conservative estimate would be 50 million and an optimistic one would be up towards 70 million. iPad sales have ramped up even faster. Do you know how big that would make Apple?

An interesting metric of Apple's performance in the handset market is the one that Apple seems to use internally which is that it hopes to sell more of each new version of the iPhone as the total of all previous iPhones sold added together. I think it will do that with the iPhone 5. I certainly can see no convincing argument as to why it shouldn't.

Here are a few predictions for the next year. Apple will grow significantly (significantly more product units sold across it's entire portfolio, more revenues, more profit, more cash in the bank), it will sell the world's top selling hand set and tablet (just like it did last year and the year before) and Apple will make more profits from phones and tablets than all the other phone and tablet makers added together.

I know that you Android fans love to latch onto OS market share, partly because it's the only metric that makes Android look better than iOS and partly because many of you seem to be looking backward to the era of the PC in a mistaken attempt to fathom the mysteries of the modern mobile device market. But what does OS market share signify? Why does market share of the various phone OSs matter?

How has Androids greater market share translated into concrete benefits for the handset OEMs, developers, or consumers? All the money flows to Apple and iOS developers and a smaller market share for iOS does not translate into any disadvantage for consumers because the Apple/iOS ecosystem (books, films, apps, TV, music) is so much better than Android. I know I have said this before but I will say it again. The mobile device market is not like the PC market used to be. Nobody except the terminally old fashioned frets about market share. Times have changed.


RE: wut
By elleehswon on 9/11/2012 3:48:48 PM , Rating: 2
You see, here's the thing. If 60 million people own iphones worldwide, and 50 million buy a new iphone, but they already own an iphone, how much market share is apple going to gain? NONE.


RE: wut
By aharris02 on 9/11/2012 4:14:08 PM , Rating: 2
But ya see, here's the thing. Apple has built a business model that is capable of generating repeat phone sales from almost their entire userbase once every two years.

Based on your model, if 60 million people own iPhones worldwide, and 50 million replace their $600 phones every two years, that generates $30 Billion in revenue, or a consistent $15B/yr for Apple. This excludes recurring revenue from their app store.

With numbers like that, Apple isn't truly concerned with expanding their iPhone market share.


RE: wut
By jimbojimbo on 9/11/2012 7:05:40 PM , Rating: 2
Even sadder, there are man fanboys that'll buy a new iPhone every time they release one.


RE: wut
By danjw1 on 9/11/2012 4:41:49 PM , Rating: 2
Not really. The average consumer doesn't know anything about the Apple vs. Samsung case.


RE: wut
By Shadowself on 9/11/2012 5:28:31 PM , Rating: 2
quote:
The majority of the public, you're average consumer, simply does NOT understand Apple's point of view. To them, it's a giant company throwing a fit and belligerently suing it's own business partner over childish claims.
Actually, I'd bet (and give you 100 to one odds) the average consumer does not even know about the lawsuits at all! None of us who read DailyTech or post on this site can be considered average consumers.

Hell, I'd even bet that the average consumer cannot list any advantages of one smart phone over another -- other than maybe price and that the phone operates on the carrier they use. I'd further bet that the majority of people buy either what their friends have OR what the salesman at the store (whatever store they're in) convinces them to buy.


RE: wut
By Omega215D on 9/11/2012 6:04:35 PM , Rating: 2
Mainstream media has picked up on it and I'm pretty sure more people are becoming aware. The only problem is that the media seems to paint Samsung in a negative light, some of which is due to them being an Asian company and Apple the American hero.


RE: wut
By retrospooty on 9/11/2012 8:40:53 PM , Rating: 2
They do mention that on the news but normal people do not care about it or change anything because of it. It's purely a need issue.


RE: wut
By retrospooty on 9/11/2012 8:41:42 PM , Rating: 2
Nerd issue


RE: wut
By xti on 9/12/2012 1:02:09 AM , Rating: 2
actually, the average consumer has no clue about the lawsuits and patent battles and is just completely oblivious to it all..

They do, however, know the current judges on american idol. idk why...


RE: wut
By mondo1234 on 9/11/2012 3:37:31 PM , Rating: 2
quote:
to make sure its fake Apple store looks a lot like the real thing


Why waste money on a fake store? They should use real one in Australia.

http://www.smh.com.au/digital-life/digital-life-ne...


RE: wut
By Vertigo2000 on 9/11/2012 4:11:01 PM , Rating: 2
If Pepsi can use an actor dressed in a Coca-Cola uniform, driving a Coca-Cola truck that breaks down and who then proceeds to act like a drunken fool after sampling a Pepsi, I don't see why Samsung can't use an Apple store, reproduced in every detail, in their ads.


RE: wut
By Sazabi19 on 9/11/2012 4:21:36 PM , Rating: 2
Coke and Pepsi have a healthy rivalry, Apple is scared out of its mind as it cannot find anything else to get hipsters to adopt anymore that Android doesn't already have.


RE: wut
By Shadowself on 9/11/2012 5:34:58 PM , Rating: 2
I think this is not too far from the real analogy.

I think of Pepsi and Coke as two 100 plus year old neighbors that have been poking each other and tossing verbal barbs at each other because there is a dispute over four inches of boundary on their vast lands.

Apple and Samsung are new kids to the smartphone world. They're like a pair of three year olds wanting to throw the other kid permanently out of the sand box.


RE: wut
By Solandri on 9/11/2012 9:23:07 PM , Rating: 2
Another big difference is that Coke and Pepsi are interchangeable. I know very few people who drink one but refuse to drink the other. Most people may prefer one, but will happily drink the other if it's the only choice. And nearly everyone who drinks soda has tried both. They have a friendly rivalry, but no real fanboys.

With the iPhone and Android phones, you're married to your selection for the next 2-3 years. And the percentage of people who've owned both is much smaller. And do I even have to mention fanboyism?


RE: wut
By Omega215D on 9/11/2012 5:59:15 PM , Rating: 2
Considering all the somewhat false and insulting advertising from Apple and their die hard fans in the past I think this is well deserved.


RE: wut
By alcalde on 9/12/2012 2:40:19 AM , Rating: 1
The commercials are brilliant and show what can happen in the rare instances when marketers grow a pair. I wasn't a smartphone owner, but the "I could never get a? Samsung, I'm creative"....."You're a barrista" exchange was legendary to me. I still don't own a smart phone, but I did get a Samsung Galaxy Player 5. :-)

The only way Samsung can pierce the Reality Distortion Field is by being like the boy in the fairy tale who has the courage to say that the emperor isn't wearing any clothes. This is their means of doing it. There was originally peer pressure to own an Apple device; if the ads continue their success their will be peer pressure not to own an Apple device. The public perception will shift from owning an Apple device meaning one is different and cool to owning an Apple device means your a pretentious lemming. I salute Samsung's courage and entertainment value in the same way Apple's I'm a mac and I'm a PC ads didn't shy away from directly addressing the competition in a humorous way and became iconic as well.


"You can bet that Sony built a long-term business plan about being successful in Japan and that business plan is crumbling." -- Peter Moore, 24 hours before his Microsoft resignation











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