Samsung takes bite out of Apple over its mega marketing misstep
(2024/05/16)
- Reference: 1715861709
- News link: https://www.theregister.co.uk/2024/05/16/samsung_takes_a_bite_out/
- Source link:
If Apple thought it could forget about last week's marketing disaster — which saw the tech giant roundly slated for appearing to crush human creativity in the name of computing progress — it was wrong.
Although Apple marketing veep Tor Myhren apologized for the ill-judged ad, smartphone and tablet rival Samsung couldn't resist the temptation to mock the iPhone maker with its own commercial.
Apple's original ad featured [1]a metal crusher destroying musical instruments, sculptures, paints, and hi-fi equipment, only to boast product features of the new iPad .
[2]
As The Register pointed out previously, Apple co-founder Steve Jobs reimposed a marketing ethos promoting its values rather than "speeds and feeds" or "MIPS and megahertz" after he rejoined the company in 1997. The iPod and iMac pioneer now seems to have strayed from the marketing gospel according to its anointed late CEO.
[3]
[4]
The publicity error was compounded by a frenzy of critical mainstream media coverage accompanied by celebrities expressing their outrage at the ad. But Samsung was not ready to let it lie.
The South Korean consumer technology mega-corp posted a short video on Twitter — which now calls itself X — accompanied by the hashtag "UnCrush."
[5]
It shows a young woman walking into what appears to be the wreckage left behind by the Apple ad. Picking up a badly damaged guitar, with strings missing and holes in the body's soundboard, she nonetheless sits down to play, reading music from a Samsung tablet.
"We would never crush creativity," Samsung [6]says in the social media post .
[7]Aghast iOS users report long-deleted photos back from the dead after update
[8]Google, Apple gear to raise tracking tag stalker alarm
[9]Apple unveils M4 chip with neural engine capable of 38 TOPS, and some other kit
[10]What do we make of Apple's plan B for a down quarter – that $110B buyback of shares?
[11]Miss your morning iPhone alarm? It's not just you, and Apple is looking into it
It might be a cheap shot, but it is one that is bound to sting for Apple.
Never mind that everything seemed to be destroyed in Apple's original ad, that the guitar is miraculously roughly in tune, or that the music on the Samsung Galaxy S9 Series is not the music she's playing. Apple has long been held up as an exemplar of marketing at its finest. It's a remarkable fall from grace.
Samsung's cheeky commercial might also add insult to injury. [12]The US smartphone market registered another year-over-year decline in shipments in the first calendar quarter, down eight percent compared to Q1 2023. While the drop was partially due to supply chain issues pushing iPhone 14 shipments, Samsung saw a year-over-year boost in shipments thanks to its S24 lineup.
[13]
Poor Apple. But we supposed that there might be some consolation in the fact it is still worth something like $2.9 trillion. ®
Get our [14]Tech Resources
[1] https://www.theregister.com/2024/05/10/apple_ipad_ad_bombs/
[2] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0
[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[5] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[6] https://twitter.com/SamsungMobileUS/status/1790824457365594487
[7] https://www.theregister.com/2024/05/15/ios_deleted_photos/
[8] https://www.theregister.com/2024/05/14/android_apple_devices_anti_stalking/
[9] https://www.theregister.com/2024/05/07/apple_m4_ipad/
[10] https://www.theregister.com/2024/05/04/apple_google_kettle/
[11] https://www.theregister.com/2024/05/01/miss_your_morning_iphone_alarm/
[12] https://www.theregister.com/2024/05/10/us_smartphone_sales/
[13] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[14] https://whitepapers.theregister.com/
Although Apple marketing veep Tor Myhren apologized for the ill-judged ad, smartphone and tablet rival Samsung couldn't resist the temptation to mock the iPhone maker with its own commercial.
Apple's original ad featured [1]a metal crusher destroying musical instruments, sculptures, paints, and hi-fi equipment, only to boast product features of the new iPad .
[2]
As The Register pointed out previously, Apple co-founder Steve Jobs reimposed a marketing ethos promoting its values rather than "speeds and feeds" or "MIPS and megahertz" after he rejoined the company in 1997. The iPod and iMac pioneer now seems to have strayed from the marketing gospel according to its anointed late CEO.
[3]
[4]
The publicity error was compounded by a frenzy of critical mainstream media coverage accompanied by celebrities expressing their outrage at the ad. But Samsung was not ready to let it lie.
The South Korean consumer technology mega-corp posted a short video on Twitter — which now calls itself X — accompanied by the hashtag "UnCrush."
[5]
It shows a young woman walking into what appears to be the wreckage left behind by the Apple ad. Picking up a badly damaged guitar, with strings missing and holes in the body's soundboard, she nonetheless sits down to play, reading music from a Samsung tablet.
"We would never crush creativity," Samsung [6]says in the social media post .
[7]Aghast iOS users report long-deleted photos back from the dead after update
[8]Google, Apple gear to raise tracking tag stalker alarm
[9]Apple unveils M4 chip with neural engine capable of 38 TOPS, and some other kit
[10]What do we make of Apple's plan B for a down quarter – that $110B buyback of shares?
[11]Miss your morning iPhone alarm? It's not just you, and Apple is looking into it
It might be a cheap shot, but it is one that is bound to sting for Apple.
Never mind that everything seemed to be destroyed in Apple's original ad, that the guitar is miraculously roughly in tune, or that the music on the Samsung Galaxy S9 Series is not the music she's playing. Apple has long been held up as an exemplar of marketing at its finest. It's a remarkable fall from grace.
Samsung's cheeky commercial might also add insult to injury. [12]The US smartphone market registered another year-over-year decline in shipments in the first calendar quarter, down eight percent compared to Q1 2023. While the drop was partially due to supply chain issues pushing iPhone 14 shipments, Samsung saw a year-over-year boost in shipments thanks to its S24 lineup.
[13]
Poor Apple. But we supposed that there might be some consolation in the fact it is still worth something like $2.9 trillion. ®
Get our [14]Tech Resources
[1] https://www.theregister.com/2024/05/10/apple_ipad_ad_bombs/
[2] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0
[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[5] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[6] https://twitter.com/SamsungMobileUS/status/1790824457365594487
[7] https://www.theregister.com/2024/05/15/ios_deleted_photos/
[8] https://www.theregister.com/2024/05/14/android_apple_devices_anti_stalking/
[9] https://www.theregister.com/2024/05/07/apple_m4_ipad/
[10] https://www.theregister.com/2024/05/04/apple_google_kettle/
[11] https://www.theregister.com/2024/05/01/miss_your_morning_iphone_alarm/
[12] https://www.theregister.com/2024/05/10/us_smartphone_sales/
[13] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/bootnotes&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZkYtq4b0GBuBA4yyQbiPRAAAAA0&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[14] https://whitepapers.theregister.com/
Samsung ..... Well played !!!
Anonymous Coward
See ^^^^^^^
:)
Dan 55
Despite immediately bringing an advert out taking advantage of Apple's misstep and promising never to crush creativity, this time next year they'll still bring a model out which does just that. See also headphone jack, SD card slot...
Synonym
elsergiovolador
Why do they think people picture creativity as wire shagger picking a wooden contraption and playing pre-written notes?
gnasher729
Can’t remember who exactly did the stalker watch ads? Demonstrating how much fun it is to take photos of unsuspecting young women with the camera in your Samsung watch, without them noticing?
that ad exposes the real apple.. keepers of the walled garden