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9/17/2012
10:21 AM
Eric Zeman
Eric Zeman
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Samsung Goes On Offensive Against iPhone 5

Samsung releases attack ad pitting the Galaxy S III against the iPhone 5. Parodies of the ad are quickly conjured up by Apple and Nokia fans in response.

iPhone 5's 10 Best Features
iPhone 5's 10 Best Features
(click image for larger view and for slideshow)
Samsung rolled out an advertisement over the weekend that puts its own flagship smartphone head-to-head with the iPhone 5. The ad, titled "It Doesn't Take A Genius," offers a spec-for-spec comparison between the iPhone 5 and the Samsung Galaxy S III.

The ad lists about a dozen different features offered by the iPhone 5 and then matches them up with the relevant features of the GS3. For example, Samsung points out that although the iPhone 5 has a 4-inch 1136 x 640 pixel screen, the GS3's screen measures 4.8-inches and has 1280 x 720 pixels. Samsung also touts the GS3's 2GB of RAM as superior to the iPhone's 1GB of RAM, and of course the GS3's standard micro-USB port is better than the iPhone's "totally different plug."

Samsung lists another dozen or so features that the GS3 has that the iPhone 5 does not, such as NFC, Share Shot, removable battery, and so on.

The title of the ad itself is a poke at Apple's Genius Bar, which are the customer help centers at Apple retail stores. It also suggests that if forced to choose between the iPhone 5 and the Galaxy S III, the choice is an obvious one.

[ Read iPhone 5: 2 Million Orders On Day 1. ]

Apple fans responded by creating their own version of the same ad. The Apple-fan-generated ad's title is "Don't Settle for Cheap Plastic", a reference to the GS3's inexpensive materials. The iPhone 5 is made from aluminum and glass. Apple fans also rehashed the list of specs for comparison, and were more generous with the iPhone 5's features.

Perhaps even more interesting, Nokia fans also parodied the Samsung ad with their own, pitting the iPhone 5 against the Lumia 920. Nokia fans entitled their ad "Flyweight Contender, Meet the Heavyweight Champion." The list of specs for the Lumia 920 are plentiful, though I'm not sure it was the best move to show that the iPhone 5 weighs 3.95 ounces while the Lumia 920 weighs 6.53 ounces.

Samsung Ad

Too bad all these ads miss the point.

Comparing spec sheets is about the dumbest way to judge if one device is better than another. What really matters is how the device performs day in and day out, and whether it does what the owner wants it to do. Beyond performance, there's the overall experience to weigh, which can't be ascertained by looking at a spec sheet, not to mention user preference.

Yes, Samsung, the GS3 outguns the iPhone 5 in some specs, as does the Nokia Lumia 920 and probably two dozen other devices. Better specs don't always make for a better device.

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Malatesta
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Malatesta,
User Rank: Apprentice
9/22/2012 | 7:17:02 AM
re: Samsung Goes On Offensive Against iPhone 5
Well apple users have never really struck me as inteligent. They have always paid more for less specs. Yes it is wrapped in shinny package but that is about it. Worst they get ripped of when they want to make any changes to hardware or buy spare parts. Now there is abunch of absolute crazy ones arguing its worth paying double for an inferior phone just because it is made of GLASS and ALUMINIUM!....go figure....low IQ = Apple user
CuriousTom
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CuriousTom,
User Rank: Apprentice
9/17/2012 | 5:55:30 PM
re: Samsung Goes On Offensive Against iPhone 5
Counterfeiter! You obviously don't even know the definition! Samsung was convicted of innovating. Exactly what Apple has done! The difference is Apple got some patents relating to appearance that a properly functioning patent office would have never granted. Assuming sanity prevails the ridiculous conviction will be overturned. If it's not overturned, we all will be the worse off for it -- there will less competition and higher pricing (which wouldn't surprise me at all if Obama influences this).
Aden11
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Aden11,
User Rank: Apprentice
9/17/2012 | 5:54:21 PM
re: Samsung Goes On Offensive Against iPhone 5
In the end it is only a freakin' phone people. Get a life.
Aden11
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Aden11,
User Rank: Apprentice
9/17/2012 | 5:52:25 PM
re: Samsung Goes On Offensive Against iPhone 5
Their ad campaign reminds me similar type of Ad campaign from Hyundai some years back. In Hyundai's ad, they were comparing their SUV Santa Fe with Range Rover. They were trying to make a point that the only difference is Range Rover has one extra cup holder. Geeezz!!
HIGGS
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HIGGS,
User Rank: Apprentice
9/17/2012 | 5:27:52 PM
re: Samsung Goes On Offensive Against iPhone 5
"It doesn't take a genius."

That is why they don't.
mickrussom
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mickrussom,
User Rank: Apprentice
9/17/2012 | 5:16:20 PM
re: Samsung Goes On Offensive Against iPhone 5
Too bad, both on spec sheets and in real life, that the copy is better than the original. When the copy is more innovative, the idea that its a copy is subjective and vague. AAPL wants to keep things in the stone age because that is where it ruled the industry. Its handling progress poorly.
mickrussom
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mickrussom,
User Rank: Apprentice
9/17/2012 | 5:15:09 PM
re: Samsung Goes On Offensive Against iPhone 5
I own a Jelly bean device, and have owned the 4s, others. The main issue with iphone5 is it tries to lock people to carriers. Lame. They have multiple uneeded skus that leave out certain LTE bands, they have poor band coverage for europe and brazil.

Sadly, this makes iphone5 not a very good world phone. Also, the main thing I see, despite not being a great world phone, is an extra row of icons and brutally locked down OS and app store.

I know many former iphone lovers than are pretty much done with AAPL, a company with 100 billion dollars, 50,000 employees, and has to sue its way back to #1 instead of out-innovate.
synthmeister
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synthmeister,
User Rank: Apprentice
9/17/2012 | 5:00:29 PM
re: Samsung Goes On Offensive Against iPhone 5
Yeah, it doesn't take a genius, it just takes a convicted counterfeiter.
Rhonindk
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Rhonindk,
User Rank: Apprentice
9/17/2012 | 4:33:54 PM
re: Samsung Goes On Offensive Against iPhone 5
"Comparing spec sheets is about the dumbest way to judge if one device is better than another. What really matters is how the device performs day in and day out, and whether it does what the owner wants it to do. Beyond performance, there's the overall experience to weigh, which can't be ascertained by looking at a spec sheet, not to mention user preference. "

Nice verbiage but how do you adequately capture that in a poster or page ad?

From a visual perspective - the one device appears to be a better device than the other - we are talking visual cues, not reading the fine print.

So overall, it gets the point across.
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