The rivalry between Samsung and Apple is legendary. Over the years, Samsung has not shied away from using humor and satire to poke fun at its biggest competitor, Apple. This playful trolling has become a hallmark of Samsung’s marketing strategy, capturing the attention of tech enthusiasts and consumers alike.
1. “Ingenius” Ad Series: A Direct Hit
One of Samsung’s most memorable campaigns against Apple was the “Ingenius” ad series in 2018. These ads were set in an Apple Store, where a fictional employee struggled to defend the iPhone X’s features against customer complaints. Samsung cleverly highlighted the iPhone’s shortcomings, such as the lack of a headphone jack, the absence of fast charging out of the box, and the much-criticized notch design. The ads ended with customers deciding to switch to Samsung’s Galaxy series, which boasted features Apple lacked at the time.
2. “Growing Up”: A Tale of Switching
Samsung’s “Growing Up” ad from 2017 took a more narrative approach. The ad followed the life of a loyal Apple user from 2007 to 2017, showcasing his growing frustration with the iPhone’s limitations—such as storage issues, lack of stylus support, and smaller screens. The ad culminated with the user “growing up” and switching to a Samsung Galaxy Note, implying that Samsung was the more advanced and mature choice for tech-savvy users.
3. Mocking the iPhone 14
Samsung is known for its quick and witty responses to Apple’s iPhone launches, often waiting just minutes or a few hours before releasing a playful jab. However, this year, Samsung broke tradition by launching its trolling campaign days before the iPhone 14’s official unveiling. In a bold move, Samsung’s latest ad for the Galaxy S22 Ultra and Galaxy Z Flip4 directly targets Apple, highlighting features like camera capabilities that Samsung claims Apple lacks. The ad kicks off by telling viewers to “Buckle up for Apple’s latest launch,” before quipping that while heads may turn, they won’t be turning toward the iPhone.
Samsung continues its playful critique by mocking the iPhone’s lower-resolution camera, boasting that the highest resolution camera is already in the Galaxy S22 Ultra. The ad also takes a shot at the iPhone’s inability to capture an “epic moonshot,” a feature Samsung flaunts in its own devices. The campaign wraps up with a final dig, suggesting that while Apple fans wait for innovation, it’s already arrived in the Galaxy series. This early and aggressive marketing tactic highlights Samsung’s confidence in its products and its commitment to staying ahead of the competition.
4. “On the Fence” and Charging Brick Drama
In 2022, Samsung released the “On the Fence” ad, showing an Apple fan hesitant to switch to Samsung. The ad teased Apple users about missing out on Samsung’s foldable phones and advanced camera technology. Similarly, when Apple removed the charging brick from the iPhone 12 box, Samsung initially mocked Apple for the decision, only to follow suit later—leading to some ironic backlash.
5. See what you can do with an Apple
This time Samsung has targeted the upcoming Apple Intelligence AI with a series of Galaxy AI ads. Released ahead of Apple’s big reveal, Samsung’s ads showcase the advanced AI features of the Galaxy S24 series that Apple’s devices lack. One ad humorously challenges iPhone users with the phrase, “Dare you to zoom into the dark without a Galaxy,” highlighting the S24 Ultra’s superior Night Mode. Another ad features the Galaxy AI Generative Photo Editing tool, playfully enlarging a small apple with the caption, “See what you can do with this apple.”
The campaign is filled with clever jabs, emphasizing that Galaxy users can “Do more with an apple than Apple has ever done before.” By focusing on AI-driven features like Night Mode, Instant Slow Motion, and generative editing, Samsung underscores its technological edge while continuing its tradition of light-hearted rivalry with Apple.
The Legacy of Trolling
Samsung’s trolling of Apple has become a defining aspect of its brand personality. While it’s all in good fun, these campaigns highlight the intense competition in the smartphone market, with both companies constantly striving to outdo each other. For consumers, these playful jabs offer a bit of entertainment, even as they decide which brand will earn their loyalty.
Stay tuned to Brandsynario for latest news and updates.
