Google isn’t the only one comparing its latest flagship phones to Apple’s offering with its latest ad campaigns. Samsung decided to join the dance and, in its advertising video for Galaxy foldable phones, the South Korean giant mocked Apple for its lack of “innovation”
In the video, Samsung shows what iPhone users are missing by showing off what the Galaxy Z Fold 6 and Galaxy Z Flip 6 can do. The ad emphasizes the versatile nature of foldable phones, highlighting features such as Live Translate on the flip phone’s cover screen.
However, that’s not the only thing to take away from this ad. Samsung also appears to be insinuating that Apple users are following instructions from a mysterious character named Simon, a reference to the classic game “Simon Says.” In the video, this mysterious character appears to force iPhone users to settle for “limited choices”
Samsung also seems to suggest that Apple hasn’t been “innovative” enough with its latest phones. Indeed, at one point, the video displays the following text: “No one should wait for innovation.” The ad ends with a sentence from the narrator: “Samsung says: do what you want”, which suggests that smartphone users won’t follow the mysterious character if they change phones (512GB Z Fold 6, currently $1,514.99 on Amazon).
Advertising campaigns from Apple’s competitors are nothing new, but according to Statcounter, the Cupertino giant currently has a 56.77% mobile market share in the United States. Samsung, meanwhile, holds 23.67% and Google 9.46%. Samsung’s share has also not increased much in recent months, so it is unclear whether such advertising campaigns will succeed in enticing iPhone users to switch devices.
