Samsung Says Its Ads Mocking Apple Fanboys Drove Apple's Phil Schiller "Crazy"
April 2, 2014 10:28 AM
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
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.
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
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.
"We’re Apple. We don’t wear suits. We don’t even own suits." -- Apple CEO Steve Jobs
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