Samsung has just released a new commercial for their new flagship phone, the Galaxy S4... and it's pretty good. I'm not a huge fan of this huge phone in general. I find it too big, too plastic, and too incoherent as a product compared to other offerings on the market. But I do appreciate the sheer amount of technology, hardware and software, Samsung is putting behind the GS4, and the all-in way they do it will probably help get the really good ideas to market faster than they might otherwise.
And that's exactly what Samsung is showing off here. The sheer size of the Galaxy S4 is evident in the ad, as are features like Drama Mode, which lets you capture a series of images -- think multi-exposure sports pics, and the gestures that let you navigate without touching the screen with sticky -- in this case tasty rib covered -- fingers. Some of the other features, like Hover, which feels like a terrible violation of Fitts' law, and S Beam, which is like Bump over NFC, are a tad more gimmicky, and more demo-ware than software, but they come off okay in commercials for just that reason.
Samsung's also packing a one-two punch here: not only are they showing off what they consider to be feature differentiation, they're doing their best to make Apple and the iPhone look lame by comparison. It's something they've done effectively before, and it's one of the few weaknesses Apple has in the consumer market. And unlike the nowhere nearly as good Nokia Windows Phone commercial they're doing it without promoting Apple's brand.
So how does Apple counter-program assaults on its brand image? Does it make a similar commercial showing the Galaxy S4 not fitting in skinny hipster jean pockets, not working well one handed, harming eyes with vintage Soviet-era interface utilitarianism, and piquing frustration through seemingly random and unfathomable feature sets?
It'd be fun to see that, but Apple's probably not there yet. Despite their global sales, Samsung is still trailing Apple in the US market. That's why Samsung has to say Apple isn't as cool. Apple just has to work incredibly hard to be cool; to show not tell. When and if the rolls switch, however, the "I'm an iPhone... and I'm an Android phone...." commercials might make for an amazing call-back.
Check out the ad above and let me know what you think of it in the comments below. With Samsung targeting Apple's image, should Apple fight back and how?
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Source: http://feedproxy.google.com/~r/TheIphoneBlog/~3/Ve8RLF6_x0o/story01.htm
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