Another Funny Samsung Ad Ridicules Apple iPhone Fans

From my Forbes.com blog The New Persuaders:

Samsung is an old hand at poking fun at iPhone fans.

It ran an ad last November for its Galaxy S II smartphone that portrayed Apple fanboys and girls as blindly obedient doofuses. It ran another for the S II in January during the Super Bowl that portrayed Apple fanboys and girls as blindly obedient doofuses.

And now it’s running a new one that extols the cutting-edge virtues of the Galaxy S III that and portrays Apple fanboys and girls as–you guessed it–blindly obedient doofuses. Give Samsung points for consistency–and some real humor.

“I heard you have to have an adapter to use the dock on the new one,” says one guy standing in a line in front of a building in Chicago that heavily suggests an Apple store. “Yeah yeah, but they make the coolest adapters,” another line-waiter earnestly replies. “This year,” says another young man, “we’re finally getting everything that we didn’t get last year.”

Later, a guy in line using a Galaxy turns out to be holding a place for someone else. His parents. Zing!

The initial numbers for iPhone 5 pre-sales suggest the ads may fall on deaf ears, or at least ears plugged by Apple headphones. But the spots last January may have had an impact. BrandIndex said the campaign helped Samsung edge past Apple in brand perception, at least for awhile.

It looks like the iPhone 5 will do just fine. And if Samsung’s predictions are any indication, the S III will do well this year, too.

But Samsung, along with Google, maker of the Android software running on the devices, clearly hope to steal some of the iPhone 5′s thunder, as well as siphon off some of its sales. Will these ads do it?

About these ads

Why 2 Million Apple Fans Ignored Reason And Bought An iPhone 5 Anyway

From my Forbes.com blog The New Persuaders:

Even though I recommended that most people not buy Apple’s just-launched iPhone 5 last week, I’m the last one to be surprised that my sage advice was largely ignored. Apple just announced that 2 million people pre-ordered its latest and greatest smartphone in the first 24 hours. I fully expected the new iPhone to be enormously popular because, well, Apple’s major products almost always are.

I still stand by my advice, however, despite the record pre-orders. I continue to think that most people who own a smartphone purchases in the last year or two have no overriding reason to buy a new one so soon, and some good reasons not to. Nonetheless, it’s worth asking why so many people did anyway–and why a third of Americans want one:

1) People didn’t read my post. Hey, I fully understand that I am no Walt Mossberg or David Pogue.

2) The iPhone 5 is the right decision for a certain portion of smartphone buyers–easily millions in a market of hundreds of millions of them. As I wrote before, if you have a phone that’s more than a couple of years old, technology advances mean it’s about time to get a new one, and the iPhone 5 is a great choice, if not the only good one.

3) The new iPhone is a clear advance over the iPhone 4S, even if it’s not a revolutionary advance. It has high-speed 4G data capability, its screen is larger, and it’s noticeably lighter. All good.

4) Media hype. The dirty little secret of tech media is that anything written on Apple gets a lot of readership, even if it’s not positive–though it was hard to be too awfully negative on the iPhone 5. Sure, the Samsung Galaxy S III and other smartphones have more bells and whistles, but not enough more to really shame the iPhone 5, and the S III has its own shortcomings as well. And so that mostly positive iPhone coverage drove more interest in the new Apple phone, and record pre-orders. Nothing new here, but this dynamic undeniably gives Apple products a leg up on every other rival.

5) People don’t always buy in an economically rational way. If you’ve got a 4S with an unlimited data plan, you’ll be spending on a new device and paying more for data to boot if you buy the iPhone 5–a device that for all its improvements probably won’t change your life, your productivity, or your mobile communications or entertainment very much. Nothing new here either, but I still contend that many of the tens of millions of people who will snap up the iPhone 5 in coming months will fit this profile. And that’s not counting idiots who can’t tell the difference between iPhone models.

6) I’m actually an idiot, so why would anyone take my advice anyway? OK, I don’t believe that, but clearly a lot of commenters on my previous post do, so I feel obligated to mention the possibility that I don’t know what I’m talking about. Besides, I wanted to provide one answer that would satisfy all those rabid Apple fanboys.

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