This weekend I went with a friend to the Mall to pick up an iPhone X. While browsing for an iPhone X case my friend bumped into a co-worker; also there to pick up a new iPhone. I asked what model iPhone he had before.
Surprise… insert his sad face here… he had a Samsung Galaxy Note 7. Then a Samsung Galaxy S7 which was the replacement for the Note 7 which was recalled last year. Even the S7 was replaced a month later. By the time Apple introduced the iPhone X, he had had enough of Samsung.
Yet, here we are, Apple’s newest iPhone is rolling out in dozens of countries, remains backordered thanks to high demand fueled in part by a few hundred very positive reviews, and Samsung is up to its old tricks. A commercial that insults a few hundred million iPhone customers and leaves out the facts of Samsung’s messy smartphone life.
Samsung really wants people to think Galaxy phones are just like iPhones only better. That’s a 60-second hit piece above which, typical of Samsung’s advertising efforts in the past, does not tell the whole story. The basic premise is that Samsung is good, iPhone is bad and an iPhone customer through the years suddenly figured out how much better a Galaxy-whatever is than iPhone X.
My friend’s friend seemed to think otherwise after owning half a dozen Samsung Galaxy models in recent years. Each model had to be returned because something broke. Battery. Screen. Wi-Fi. Every year it was something. The line to pick up iPhone X’s at the Apple Store was, well, as always– long (but orderly).
The TV commercial implies that everything Samsung has in a Galaxy smartphone is better than what Apple put into iPhone X years later. For example, Samsung had an iris scanner a couple of years ago. It didn’t work well and nobody used it. iPhone X has Face ID and everyone raves about it. See the difference?
Samsung’s Galaxy Note 7 burst into flames often enough to be recalled twice, was banned by most airlines, and that created a public relations nightmare that drove plenty of Samsung customers to iPhones– the aforementioned friend of a friend. So, why didn’t Apple run a TV commercial showing the burning Samsung Galaxy phones? Class. Apple has it. Samsung wants it. But Samsung goes about it wrong.
Samsung’s executives who approved the commercial think they are mocking Apple and iPhones. What half a billion iPhone customers see is Samsung mocking their decision to buy iPhones. That’s not too smart because it insults the very customer Samsung wants to court.
Do you see anyone standing in line to buy a new Galaxy Note 8? No. Maybe Samsung is going about this whole smartphone comparison thing wrong. Instead of showing fear about Apple’s hot selling iPhone X, try to win the race where it counts. Build a better mousetrap; one that is so good that customers will switch lines.