This week, Samsung has kicked off a new advertising campaign named “Simon Says.” This campaign targets Apple, poking fun at what Samsung views as a stagnation in innovation in the latest iPhone models. Through humor, the advertisement challenges Apple’s dedication to cutting-edge technology while showcasing Samsung's advancements.
Mixed Reactions
The feedback on this ad has been varied. Many critics argue that Samsung's recent developments are not as groundbreaking as the campaign claims. The ad finishes with a striking message: “Nobody should wait for innovation.”
A Humorous Storyline
The advertisement unfolds in a funny manner: a customer eagerly waits to purchase the newest iPhone, then asks, “What’s new?” To this, another voice replies with a nonchalant, “Who cares?” This suggests that Apple enthusiasts are willing to buy new devices even if there aren’t any major improvements. In contrast, Samsung highlights the unique features of its Galaxy series, such as the Galaxy Z Flip 6’s foldable screen that offers translation features, the Galaxy S24 Ultra equipped with an S Pen, and AI-driven image editing tools.
While Samsung’s advertisement attempts to present its Galaxy phones as innovative choices compared to Apple’s offerings, its tone has caused some backlash online. Many comments on the ad pointed out that Samsung has not made significant advancements in recent years and suggested that it should concentrate on its own innovation rather than focus on Apple.
A Familiar Strategy
This isn’t the first instance of Samsung taking shots at its chief rival. Over the years, Samsung has often criticized Apple, with memorable campaigns like the “Ingenius” ads in 2018 that emphasized the unique aspects of the Galaxy Note 9. Ironically, Samsung has frequently adopted features it once derided Apple for, such as removing the headphone jack and not including the power adapter.
Regarding Samsung’s current innovations, they include Galaxy AI alongside several useful features built around it. Yet, outside of AI enhancements and a continued trend toward an Apple-like flat design, there isn’t a great deal that feels new or exciting. Just check out the close-up images of the upcoming Galaxy S25 Ultra.
C. Scott Brown from Android Authority observed that Samsung’s tactic of directly criticizing Apple may have lost some of its effectiveness, particularly in 2024, when Samsung's own product advancements appear somewhat limited.
