To promote the new Galaxy S21 Ultra, Samsung once again turned to a trustworthy old tactic: poking fun at Apple. But the marketing has elicited ruthless criticism.
The rivalry between Samsung and Apple continues to give the world of technology something to talk about. The South Korean company decided to announce its new Galaxy S21 Ultra smartphone with a strategy that previously worked well for it: a video (several, actually) that mocks Apple. However, this time, the marketing didn't turn out as planned, and the criticisms of internet users made that clear.
During the last week, Samsung published three videos on its YouTube channel that compare the functions of its new device to those of the iPhone 12 Pro Max.
The first two clips highlight the power of the Galaxy S21 Ultra's hybrid zoom with the phrase “Close enough?” Its combination of cameras is capable of multiplying the size of a photo 100 times while respecting the quality and sharpness of the image. Shots of the moon and a sandwich were used to demonstrate the technology.
The third video shows a feature that, according to Samsung, Apple devices do not have: the ability to take photos and video simultaneously “with a single click.”
Social-media users didn't like Samsung's negative comparison, and they responded with ruthless criticism.
In the comments of the video, people have described the Korean company as “pathetic” and “desperate.” Here are some of the messages:
- “Dear Samsung, as a long time user, please stop making fun of Apple (and any other company) as you have now and in the past, it is very unprofessional and I cannot take you seriously when you do that.”
- “It's crazy how all companies try to go after Apple in their ads … As if they know that Apple is superior and they always try to prove that they are better than Apple. It's actually pathetic … Come on Samsung, hehehe.”
- “These desperate ads are just as embarrassing as the Samsung brand ambassadors caught using iPhones.”
Samsung and Apple have fueled their rivalry for years, picking on each other countless times and claiming to have the best smartphone on the market.
However, the last time the Galaxy manufacturers went after the iPhone, they had to recant. In October 2020, Samsung teased that the iPhone 12 did not include a charger and headphones, but only two months later, they had to delete the posts because their new Galaxy S21s also came out without such accessories.