When it comes to the iPhone, I know there will be lots of excited people who will jump up and down with irrepressible glee and maybe even salivate just thinking about it! And it is said that Apple Inc’s marketing is great because it can get otherwise sensible consumers to buy a gadget that they don’t really need, but think they can’t live without.
Still this does not discourage Samsung and it ran a big campaign for the Galaxy S III that began in June and included ads on television, online, in print and in outdoor areas.
Image credit: http://au.ibtimes.com/articles/386181/20120920/samsung-galaxy-s3-vs-insults-iphone-5.htm
A headline on a Samsung ad that ran in newspapers on September 09, days before Apple introduced its iPhone, says, “The Next Big Thing Is Already Here.” [Samsung used a similar tag line in 2011, “The Next Big Thing Is Here,” to promote its 4G service and the Galaxy S II].
Television ads for that campaign showed people waiting in line for the latest Apple device while Samsung owners showed off the features of phones they already had – check out this video clip:
I think this ad tries to tell everybody that Samsung Galaxy S3 is a story about innovation although Apple fans will surely dispute this. It is also about wanting to educate consumers. The Samsung people might believe, rightly or wrongly that those who aspire to own Apple’s latest product have been led down a blind alley where innovation has stopped a long time ago.
Whether we can agree with the above perspective or not, it cannot be denied that Apple has a devout following that is hugely massive that Samsung, hard as it tries, it knows it cannot convert the Apple zealots. So last Friday, unsurprisingly, we saw a repeat of the now familiar global ritual when Apple enthusiasts jammed stores across the globe to pick up the tech juggernaut's iPhone 5.
Of course, Apple trumpeted its success, boasting that it sold more than 5 million of the iPhone 5 in three days and breaking a record set by the previous model. According to most news reports, it was an immesnsely successful debut for the iPhone, responsible for about two-thirds of profit and crucial to fuelling the growth that transformed Apple from a niche computer maker into the world’s most valuable company. [Last year, the iPhone 4S sold 4 million units in its debut weekend].
But when we wave away the euphoria – we cannot deny that the iPhone 5, like its predecessors, is a product that is evolutionary, rather than revolutionary; an improvement rather than a game changer. If Apple devotees say the iPhone 5 is a better product – then it must be true! After all, it is a significant improvement over the iPhone 4S.
By this Friday, the iPhone 5 will be in 31 countries, and will be in 100 by the end of the calendar year. That would be 30 more than the rollout of the predecessor phone, the 4S, over a similar period, one analyst calculated.
Still, there will be both praises and criticisms. The truth of the matter is that the people who will buy iPhone 5 are themselves Apple loyalists. And it is also winning a good many converts to the Apple cause.
For sure, the magic of Apple lives on. Samsung, on the other hand, must do things differently. It must seek its own path to fame and glory. That is the real marketing challenge. And the first thing to do is to nurture and build its brand.
Here's the (unofficial) “Apple” response: