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Phil Schiller, SVP of Worldwide Marketing at Apple
Schiller thought Apple should switch ad agencies

Over the past few years, Samsung had a bit of fun by running ads for its Galaxy S series of smartphones that mocked hyper-obsessive Apple fans. According to Samsung, those ads drove Apple's marketing head Phil Schiller crazy. The Verge brought this revelation to light, as Samsung is pulling out documents in its latest legal fight against Apple.

"We will show you internal Apple documents, documents that haven't been made public before, and showed how Apple was really concerned about competition from Android, and in particular Samsung," remarked John Quinn of law firm Quinn Emanuel Urquhart & Sullivan, which is representing Samsung in the trial. "This new, edgy marketing strategy ... it drove Apple crazy."

Samsung's first "Next Big Thing" commercial from 2011 that attacked Apple fanboys
In an email from Schiller to his marketing team, he referenced a Wall Street Journal article entitled "Has Apple lost its cool to Samsung" which detailed Samsung’s new advertising tactics. Schiller wrote an email to his team in response to the article, stating, "We have a lot of work to do to turn this around."

Samsung's 2012 commercial for the Galaxy S III dug the knife even deeper into the Apple faithful
Schiller reportedly even brought his concerns to Apple CEO Tim Cook and pondered switching advertising firms to counter Samsung’s attacks.
In recent years, following the demise of its “Get a Mac” ads, Apple has shied away from calling out its competitors by name in TV advertising. 

Source: The Verge

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They hurt...
By Motoman on 4/2/2014 11:05:28 AM , Rating: 5
...because they were true. I've truly never met someone with an iPhone who didn't, literally, act like the people in the Samsung commercials. 100% of them act exactly that way, well and truly feeling smug and superior because they blew vastly too much money on a shiny object that promised to give them a self-identity.

The commercials weren't parodies. They were documentaries.

RE: They hurt...
By EnzoFX on 4/2/2014 11:20:51 AM , Rating: 2
In a shallow way they were true. Just how it's true that those Samsung phones are simply big screens in the same shallow matter. Most people do not make use of their gimmicky features. As for battery/microSD, I don't think those are used by most people either. So it was basically a decision of a bigger screen or an ecosystem they already know and like. Simplistically speaking, who can blame them? Whole thing is overrated and over-analyzed.

RE: They hurt...
By Flunk on 4/2/2014 11:36:13 AM , Rating: 3
That's what advertising is about isn't it? Getting your attention quickly with a premise that sounds reasonable at face value. Heck, it's still working now because we're talking about it.

Then talk about the things your product has that theirs doesn't. It's just like Sega Genesis vs Super Nintendo. Super Nintendo was better at nearly everything so they talked up processor speed with "Blast Processing". Samsung is leveraging antipathy against Apple to get you listening and then talks up their strong points. Classic advertising and very effective.

This is how Samsung has sold so many phones despite there products being very similar to other Android handset makers, with generally disliked software mods on top.

RE: They hurt...
By dice1111 on 4/2/2014 12:38:00 PM , Rating: 5
MicroSD is most defiantly used. I use it everyday.

It's foolish to disregard this feature. The large majority of people I know who have it, use it.

Personally, I was able to save money buying a 16GB version of my phone rather then the 32GB (saving ~$100 at the time). Plugging in a 64GB card (Spending ~$65) for a total of 80GB, while saving $35 and having way more storage.

Granted I only use 22GB of it at the moment (Music, pics, home movies of the kids), so I could have saved way more by going 32GB microSD and still made out great! And this is all SD storage, not on the phone for apps and such, where I only have 3GB available.

Note: I have used more storage for movies on long flights, but not consistently. Regardless of usage, the freedom it gives me is fantastic.

RE: They hurt...
By Reclaimer77 on 4/2/2014 11:28:40 PM , Rating: 2
He's an idiot troll, don't bother.

RE: They hurt...
By atechfan on 4/7/2014 6:43:49 AM , Rating: 2
Lack of micro-SD is my only complaint with my 1020. I'd definitely use it.

RE: They hurt...
By pandemonium on 4/8/2014 4:38:21 AM , Rating: 2
Same exact reason here. If it had an SD slot, I would be using a 1020. I'd be disappointed with the poor picture processing times, but that'd be a small price for me to pay for an all encompassing, awesome device.

RE: They hurt...
By Drafter on 4/2/2014 3:22:23 PM , Rating: 5
Regarding microSD, battery replacement and extra OS functionality:

The argument, "I don't personally use said features because they are not available for my phone... and therefor nobody else uses them either" is probably the most retarded and persistent argument regarding Samsung phones on the internet today. Just stop.

RE: They hurt...
By bsd228 on 4/2/2014 4:19:28 PM , Rating: 3
As for battery/microSD, I don't think those are used by most people either.

Everyone would use the microSD feature if available. A 5s/16gb costs $199. 32gb=$299, 64gb=$399. A quality 64gb microSD card costs $40some, not over $200. It does add to the form factor and potential exposes the insides to moisture.

This is even more of an issue for an external battery, but it too is a feature that is used often when available. You now have the option of carrying a tiny second battery, rather than a charging kit that takes time. And more importantly, you can pull it out.

I had to replace my 4S recently (I suspect IOS7 upgrade related, but it was ~30 months old). I had a running phone that flickered and just went dark. about 10 days later I was able to finally reset it - I think it was a hard crash and I had to wait for the battery to discharge. It worked fine for another 3 weeks, then did it again. With a removable battery, it's an easy yank. When I had a droid, I did it a few times. But with the iphone or any other with the hidden battery, you're SOL.

RE: They hurt...
By aju on 4/2/2014 5:57:45 PM , Rating: 3
I agree ;-), microSD. What junk. Who needs more flexibility. I want my options taken away. I like paying 4 times more for built in storage. Never mind how stupid it is to be able to simply pop out a little microSD card and pop in another at will. What moron would want so many options. I bet the same idiots complain when their battery dies and they can just pop in a fully charged replacement. They would be so much happier if they had to toss their phone in the trash or wait on a service dept to replace it when its battery dies. Damn those intelligent people!

RE: They hurt...
By p05esto on 4/2/2014 10:28:46 PM , Rating: 3
Oh yea, who uses MicroSD or a removable battery or a large screen... lolololol, you MUST be an Apple sheep. Good god that was the most ignorant comment I've ever read.

RE: They hurt...
By Stan11003 on 4/2/14, Rating: -1
RE: They hurt...
By datdamonfoo on 4/2/2014 11:48:18 AM , Rating: 2
Which god? Brahma? Vishnu? Thor? FSM?

RE: They hurt...
By Flunk on 4/2/14, Rating: 0
RE: They hurt...
By Motoman on 4/2/2014 1:14:58 PM , Rating: 3
I believe he knew that already.

Although I vote for FSM.

RE: They hurt...
By geekman1024 on 4/2/2014 9:37:35 PM , Rating: 3
Jobs, no doubt.

RE: They hurt...
By Mr772 on 4/3/2014 3:59:08 PM , Rating: 1
There is only one true GOD, the most high, hallowed be his name: Yahweh and his son the creator of all things of this world Yahshua (also known as the Messiah or the Christ).

RE: They hurt...
By retrospooty on 4/3/2014 4:34:46 PM , Rating: 2
Anyone vain enough to claim they know that for a fact and that ALL other beliefs are false is either full of crap, or a gullible sheep. Which are you?

RE: They hurt...
By kmonkmon on 4/5/2014 8:59:21 PM , Rating: 1
Hmmm...are you claiming for a fact that all other people who disagree with you are either "full of crap, or a gullible sheep"?

RE: They hurt...
By Reclaimer77 on 4/2/2014 12:07:02 PM , Rating: 2
Even in our small community here, have you noticed something about the self-confessed Apple users here?

About four were banned for breaking the rules and being generally unbearably obnoxious.

And then there is Tony. Who I think is a fine person, but his world clearly revolves around Apple.

RE: They hurt...
By robinthakur on 4/3/2014 9:09:00 AM , Rating: 2
being generally unbearably obnoxious

Erm coming from you that is a bit rich. If I had to name the most obnoxious people on this site, you would be top of the list, swiftly followed by Motoman and then Pirks (if he's still around). The sheer volume of devices that Apple sells and has sold since 2001 dictates that a large percentage of the readers and contributors of this site own Apple Devices or have owned them at some time, so you are actually insulting nearly everybody by saying that.

Don't be deceived, companies like Samsung would kill for the sort of brand loyalty and customer satisfaction that Apple attracts all over the world. I happily use the whole Mac/iOS ecosystem but this doesn't stop me from building Windows PC's, designing websites in Drupal and developing on Microsoft's business stack, usually running on a Windows Server VMs on my Macbbook Pro. Apple purchaser does not necessarily equal 'clueless technophobe'. If it didn't work for me or prevented me doing what I do, I would bin it and buy something else. Certainly the other stuff is generally cheaper, but that doesn't make it better, all things considered from my perspective.

RE: They hurt...
By Kakti on 4/3/2014 12:15:51 PM , Rating: 2 last Apple product was an Apple IIGS from 1986. From my perspective, Apple is still acting the way Compaq and HP did in the mid 90's when it was near impossible to upgrade a component without cutting out pieces of metal due to proprietary designs. Fast forward to today and it's still the same, although as always Apple has their own software ecosystem in addition to hard or impossible to modify hardware.

I don't think less of Apple or Apple users, just giving my perspective as a 30+ year computer user.

RE: They hurt...
By toast70 on 4/2/2014 1:26:37 PM , Rating: 4
Hey dude this is a tech site..The site for people who push their religion onto other people is over there -------------------------------->


RE: They hurt...
By bigboxes on 4/2/2014 7:52:33 PM , Rating: 2
Let me tell you about Jehovah. You got a minute?

RE: They hurt...
By retrospooty on 4/2/2014 12:30:03 PM , Rating: 5
"I've truly never met someone with an iPhone who didn't, literally, act like the people in the Samsung commercials. 100% of them act exactly that way"

LOL, maybe not 100%, but certainly alot of them. Not 5 mins ago I just left a meeting where some guest was unable to connect his Windows laptop to our overhead projector (standard VGA setup). I was asked to help as our front end support guy wasn't in yet... I got in there, and as I was checking the projector to make sure it was on the right input, he was prattling on about how "this wouldn't happen on a Mac, it would just work" - jokingly, but that is what he was implying. I went to his laptop and tried to push external video out - no go. I then followed the extra long VGA cable, the doof never plugged it in to the projector. I told him, "Ya, I am pretty sure that would have happened the same way on a Mac" and the room all laughed at his smug incorrectness. LOL. Classic Apple fan tech illiterate.

RE: They hurt...
By Strunf on 4/3/2014 7:52:04 AM , Rating: 2
Most of my coworkers have Macs and the other day I was presenting something with a projector and the Java update show up, took me less than a second to dismiss it but that didn't stop my coworkers from wasting a minute saying how this would never happen with a Mac, I don't even reply anymore to these kind of comments, it's just pointless.

RE: They hurt...
By km9v on 4/2/2014 12:59:45 PM , Rating: 2
The only reason my wife went w/ iPhone is b/c she had thousands of songs on itunes & didn't want to convert. Otherwise, I would have got her a GSIII

RE: They hurt...
By majorpain on 4/2/2014 3:45:40 PM , Rating: 2
No you can ;) iTunes for Android is out there. I do recommend switching to other software tho. Pretty sure theres one she would feel comfortable with.

RE: They hurt...
By sixteenornumber on 4/2/2014 5:55:28 PM , Rating: 3
this is exactly why a stopped using itunes years ago. I know you can convert file names but why go through the trouble?

RE: They hurt...
By atechfan on 4/2/2014 1:19:12 PM , Rating: 5
I don't know which is worse, Aplle users who are smug about being Apple users, or Anroid users who are smug about not being Apple users.

RE: They hurt...
By p05esto on 4/2/2014 10:33:05 PM , Rating: 1
That's why people need to switch to Windows Phone. Some of the new Lumina phones are amazing. The camera can't be beat by anyone. The OS is very refreshing on the phone, it's clean, simple and flexible. Plus it's drag and drop with Windows.... it's like a PC on your phone. I love it. Try it folks, worth a look. Sure they only have 500,000 apps compared to 2 million... but I only have 15 apps on my phone and that's more than I use. I don't notice a single missing app that I would even want.

RE: They hurt...
By CharonPDX on 4/2/2014 1:32:20 PM , Rating: 5
Hyperbole, thy name is Motoman...

So what you're saying is that the only person you have ever met that was holding an iPhone was when you were sitting on the set of the Samsung commercials...

I'm not a zealot toward any platform, and I find the "the other size are more zealtous!" arguments hilarious. Neither side seems to see the zealotry of the other - all while decrying zealotry.

There are plenty of "normal" iPhone owners. As there are plenty of normal Android owners, and normal Windows Mobile owners. Not sure about Blackberry owners yet. :-P

Of course you only *NOTICE* the zealots. The random person walking down the street chatting with their grandma on their cellphone probably isn't a fanboy/stereotype. They bought a phone because they liked it, and are using it. Regardless of what kind of phone it is.

My dad (who has been a Macintosh user since the '80s,) has switched phone platforms repeatedly since smartphones became ubiquitous. Windows, iPhone, Android, he's had all of 'em. (Even a Blackberry, although that was provided by his work as 'mandatory'.) Right now he's on iPhone, but when it's time to upgrade, I'm positive he'll consider all options.

RE: They hurt...
By Motoman on 4/2/2014 3:52:25 PM , Rating: 2

Through years of contact with people of all walks of life, in all settings from business to home to out on the street, at any time when "phone" comes up the Macolytes instantly start parroting the BS that Apple teaches them to regurgitate.

All. Cases. And I don't care what phone the "other" person is using...whether it's Android, Blackberry, or whatever. Or how much that person is just minding their own business. Something like this happens:

"Oh hey Bob...checking your email on your little Blackberry, huh? You know you really should get an iPhone. It's blah blah blah."

Then Sally shows up "Oh, you're so right. I mean it's so easy to use! And such high quality. It's shiny!"

...and Bob's just trying to send an email, and really doesn't have any interest in discussing phones at all.

You're trying to paint a world where everyone else is a religious fanatic the way Macolytes are. But that's just you projecting. No one else is like iThing owners. Not Android users. Not Blackberry users. Not Windows Phone users. Not...anybody.

You're in a league of your own.

RE: They hurt...
By tonyswash on 4/2/14, Rating: -1
RE: They hurt...
By AdamAnon on 4/3/2014 7:10:57 PM , Rating: 2
I know plenty of people who have iPhones and look and behave like normal human beings. They wear suits, lab coats, uniforms, they are not artsy and not hip. I have no idea what you're talking about.

RE: They hurt...
By Argon18 on 4/7/2014 2:24:28 PM , Rating: 2
"...because they were true. I've truly never met someone with an iPhone who didn't, literally, act like the people in the Samsung commercials. 100% of them act exactly that way, well and truly feeling smug and superior because they blew vastly too much money on a shiny object that promised to give them a self-identity. The commercials weren't parodies. They were documentaries."

I agree with you completely. That's why Apple is so successful as a brand, they've managed to instill a powerful brand-loyalty into their customers. I don't own a single Apple product, but I understand why some folks do. The design is excellent, and ease of use, customer experience, all top-notch. Leagues better than most of their competitors. Like them or not (I do not) but Apple puts way way more time and effort into their hardware design than anyone else. That their such a pleasure to hold and use more than makes up for their high price and sometimes older tech specifications.

yea, so?
By p05esto on 4/2/2014 10:26:10 PM , Rating: 1
All Apple users are basically the same: clueless technically but they think they are hip and reality they are just douches that don't have a freaking clue. Nothing worse than someone married to Apple. I mean if you are wasting money on iPhone, iPad, iTunes and the like you are totally clueless. They are all sheep, followers, just the opposite of Apple "used" to actually stand for. O' how times have changed!!!

RE: yea, so?
By Kakti on 4/3/2014 12:26:37 PM , Rating: 3
My favorite line of either commercial:

Person A: "I use Apple because I'm creative"
Person B: "You're a barista"

RE: yea, so?
By retrospooty on 4/3/2014 2:05:10 PM , Rating: 2
I like the one where the Samsung user explains that theirs has much higher resolution and is in full HD and the iUser user says, "but mine has the retina" and the Samsung user just looks at the poor ignorant iUser with this odd smile that kind of said "how cute, you have know idea what you are talking about"

RE: yea, so?
By retrospooty on 4/3/2014 2:08:03 PM , Rating: 2
Found it... It's right at the end of this ad.

This look she gives explains it all. Classic!

RE: yea, so?
By KoolAidMan1 on 4/3/2014 8:05:49 PM , Rating: 3
Leave it to this place for people to fanboy over a commercial :)

RE: yea, so?
By Cheesew1z69 on 4/3/2014 9:45:58 PM , Rating: 2
Oh the irony...

RE: yea, so?
By KoolAidMan1 on 4/3/2014 10:13:10 PM , Rating: 2
All the Apple "Get a Mac" Microsoft "Dancing Surface" Samsung "Apple line" ads are stupid. I don't care who these commercials are for, they're all bad.

You people actually take them seriously and get off on them though. Its funny

RE: yea, so?
By retrospooty on 4/4/2014 8:26:30 AM , Rating: 3
It was funny , that is all. Partially one of those "funny because its true" things, but you are completely misunderstanding people as usual if you think anyone takes its seriously. You are just hurt because it mocks Apple.

RE: yea, so?
By Cheesew1z69 on 4/4/2014 10:48:29 AM , Rating: 2
You are just hurt because it mocks Apple.

RE: yea, so?
By KoolAidMan1 on 4/4/2014 2:43:28 PM , Rating: 2
Not hurt at all. You savoring "poor ignorant iUser" in a TV commercial is... cute.

A middle age man getting off on a TV commercial is sad. It's as sad as Mac fans getting off on "I'm A Mac" ads. You're really too tone deaf to not see that's it's exactly the same thing?

Fanboys are weird. Especially old fanboys

RE: yea, so?
By Cheesew1z69 on 4/4/2014 3:43:31 PM , Rating: 3
Fanboys are weird. Especially old fanboys
Your constant defense of Apple like a pathetic fanboy is....cute.

RE: yea, so?
By KoolAidMan1 on 4/4/2014 9:05:37 PM , Rating: 2
I've spent far more bandwidth here "defending" WP.

"Defending" is a ridiculous idea anyway. Talk about what a gadget is good at and you're automatically a fanboy just because you don't like a company. My god you're stupid.

RE: yea, so?
By Cheesew1z69 on 4/4/2014 10:51:21 PM , Rating: 2
My god you're stupid.

RE: yea, so?
By atechfan on 4/7/2014 6:49:31 AM , Rating: 2
I liked the "Get a Mac" ads, but not for the reason Apple wanted. The PC guy looked like a much cooler dude to hang out with. Apple made a mistake keeping those ads running so long. That guy was such a hipster douchbag that it firmly cemented the hipster douchbag label on Apple fans.

30% fact - 70% Bluster
By TexM on 4/2/2014 1:31:00 PM , Rating: 3
In the advertising world, there are two styles I can clearly see
1) Those who are willing to name names & hit below the belt
2) Those who just market to their product's features

Oftentimes, those who engage in the first category are "perceived" underdogs. Apple did this with their Windows vs Mac Ads, but never with their Phones - because they had to. Samsung is clearly following this camp because of some real or perceived perception over their phones.

Every product has their fanboys, and Apple tends to have more of the blind fanatical fanbase who will wait weeks in line for the latest product.

Personally, I think they are total idiots, and Samsung's ads clearly reflect a lot of what people think of them. That said, if you look closer at Samsung's Ad strategy, you can see they too envy Apple's ability to have such a large flock of sheep .

The reality is this - if you change how you work to how the you bought phone works - you got the wrong phone . Apple or Android, get what works for YOU - don't let any stupid ad (or fanboy) convince you otherwise.

By HoosierEngineer5 on 4/2/2014 9:12:55 PM , Rating: 2
I totally just talk to people who aren't standing next to me.

aww nutz
By Fidget on 4/3/2014 8:54:16 AM , Rating: 2
"Schiller wrote an email to his team in response to the article, stating, "We have a lot of work to do to turn this around."

Wow, calm down there buddy! All that CrAzY RAGE just burning through my monitor!!! If that's someone being driven crazy over something then I've been absolutely bonkers insane. lol

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