By Damilola Faustino
Samsung has released a new commercial mocking Apple’s iPhone ahead of the launch of 128GB and 256GB editions of the Galaxy S9.
Samsung’s marketers appear to figure that the most likely group of iPhone owners to upgrade to a Galaxy S9 instead of an iPhone X are iPhone 6 owners, who feel cheated by Apple’s iPhone slowdown controversy.
The ad reveals that the phone constantly lets its owner down, causing her stress, distress, suffering, and envy.
The first 40 seconds of the ad shows the iPhone 6 owner, Carmen, gradually broken down by the device’s slow performance, setting the stage for a scene at an Apple Store where Carmen realizes it’s that darn “battery throttling” issue that’s behind her misery.
Apple is facing dozens of class action lawsuits from customers who feel wronged by the performance-management feature Apple secretly slipped into iOS. And it fueled suspicions that Apple was artificially degrading iPhone performance to boost upgrades.
Samsung probably hopes this group — and iPhone owners holding back on an iPhone X upgrade for Apple’s 2018 lineup — recognize themselves in its latest ad.
It is really no surprise that Samsung is going for Apple because they are the two biggest phone makers in the world. Similarly, they recently settled their 7-year fight over smartphone design.
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