A new ad was released by South Korean technology giant Samsung with the recent launch of the iPhone 5 and its associated hoopla. The digs are uploaded on the Web, where YouTube has counted off three million views.
The ad reiterates that the iPhone has fewer features than Samsung’s very own Samsung Galaxy S III while at the same time saying what it has always said since the Galaxy S II, that “The Next Big Thing is Already Here.” In a nutshell, Samsung takes a dig at Apple’s claims of bigger screens and LTE connectivity in its iPhone 5 when the very same features have been with Samsung even in earlier versions.
This very same tact, insulting customers to lure them to buy one’s products, was used by Apple in its “Get a Mac” commercials in the past. In reality, there are features in the Galaxy SIII that are not found in the iPhone5. When the user requires a big screen as well as an existing NFC chip, then the iPhone falls behind the mightier Galaxy S III.
Not only is there a battle in the marketing arena, but in the courts as well. According to Samsung, Apple’s iPhone5 will be included in the patent infringement suit filed against the American technology innovator. The amendment will be filed with the original case at the Northern District Court of California after Samsung has undertaken a ‘reasonable opportunity’ to examine the new phone. The Korean giant is ‘anticipating’ that it will find reason to include the phone in their court case.
In a formal statement, Samsung declared, “We have always preferred to compete in the marketplace with our innovative products rather than in courtrooms. However, Apple continues to take aggressive legal measures that will limit market competition. Under these circumstances, we have little choice but to take steps necessary to protect our innovations and intellectual property rights.”
The effect of this legal battle won’t affect the ultimate end users, the consumers, as the iPhone5 has been launched and made available in the next few months to the corners of the Earth, both far and wide.
Round one seems to have gone Apple’s way, as a jury found that Samsung had infringed on Apple’s patents on a different intellectual property case, ordering the Korean firm to pay the American firm over one billion dollars in damages. The case covers a number of technologies in smartphones, media players and tablets and is currently on appeal.
Let the Games continue!