Ben Cummings' Blog

The Apple iPhone 6 was one of the most anticipated releases in 2014. At the time of release, sales skyrocketed, customers lined up for a chance at the phone, and everything seemed to live up to the hype. Until the Apple Bendgate scandal was released, Bendgate showed that the Iphone 6 and 6 plus will bend with about 70-90 lbs of pressure put on them. This was huge news to the tech market, especially to smartphone users who tend to put their phone in their back pocket.

Samsung took complete advantage of the situation. Samsung not only implemented a metal frame into the new Galaxy models, but they released a commercial exploiting the iPhone 6’s flaws. The advertisement also included video of the Galaxy Note 4 undergoing the same tests as the iPhone and remaining completely straight.

This is a very aggressive move on Samsung’s part, the advertisement directly compares the durability of the two phones, and leads the consumer to believe that the Samsung is a better phone. Even though Samsung is trying to make a statement, negative advertisement carries a very high risk. Many consumers like myself may find the commercial offensive and continue to support the highly professional, simple Apple products. I personally purchased the iPhone 6, knowing that Samsung was releasing their new models soon, because I like the simplicity and functionality of Apple and iOS software.

Samsung will receive mixed consumer reviews on this commercial, but while producing a commercial as aggressive as this, there is not much else they can expect. In my opinion, this was a very unprofessional, poor move by Samsung.

References

http://www.popherald.com/news/2014/10/3378-samsung-group-using-iphone-6-bendgate-scandal-to-sell-more-galaxy-note-4.html

http://www.popherald.com/news/2014/09/3341-apple-iphone-bendgate-saga-tests-show-you-can-bend-the-iphone-6-plus-with-90-pounds-pressure.html