It is well known that Samsung and Apple have a rivalry between the products, especially in the smartphone market. As the seconding leading smartphone industry company, Samsung has been trying to become the leader in the smartphone industry in terms of market shares. Samsung’s ambition is very evident through the aggressive marketing and advertising strategies. In one of the recent commercial, Samsung openly mocks Apple fans. Apple fans have been longing for a bigger screen size and Apple finally announce the “Iphone 6” that has a bigger screen.
Couple years ago, Samsung has already established a new market in the smartphone category called “phablet”- a smartphone that has a big screen. Rather than following “Iphone’s” tradition small screen sized smartphone, Samsung becomes the first company to lead the unoccupied position in the market. This “phablet” of Samsung has been very successful so far.
Just after Apple announced their new flagship smartphone, the “Iphone 6”, Samsung launched commercial that specifically targets at Apple’s new product. In the commercial, Samsung mocks “Iphone 6’s” big screen by stating that every company produces a big screen smartphone. As the pioneer of the “phablet” smartphone, Samsung is essentially letting people know that Apple is not innovative with their products. Samsung wants consumers to know they are the innovative one, and Apple is just imitating Samsung’s products. In conclusion, Samsung was trying to reposition their main competitor in order to become the leading smartphone company.