Samsung and Apple  

Samsung’s new Galaxy S3 commercial has gotten a lot of attention accompanying the Apple and Samsung Trial. After watching it, I thought about the possible implications of the commercial. It is apparent that the commercial downgrades Apple and their new Iphone 5 even without directly addressing the company and that there is also some truth in Samsung’s depiction of Apple. This commercial can be seen as quite clever on Samsung’s part as it gives a strong brand promise while comparing itself to one of its main leading competitors, Apple. This commercial got me questioning whether it will have any affect the sale of the Iphone 5. A small population may move away from Apple, however it is most likely people will stay with Apple and purchase the Iphone 5 due to strong brand loyalty and because of Apple’s known brand name. Samsung’s commercial may also attract more attention from the media on the ongoing Samsung and Apple trial. Apple filed a lawsuit against Samsung as Samsung had allegedly infringed upon six out of seven patents for Apple’s mobile devices. Soon after, a countersuit by Samsung ensued. Apple is known to buy a large amount of its components from Samsung, however even when the courts forced the two bosses to meet to reach agreements, they were unable to agree on any cross-licensing deals. “Rather that competing in the marketplace, Apple is seeking a competitive edge in the courtroom,” stated Samsung’s attorney Charles Verhoeven. I agree that these two companies should be more focused on competing in the marketplace rather than in the courtroom.

Link for commercial: https://www.youtube.com/watch?v=bJafiCKliA8

Works Cited

Kelion, Leo. “Samsung and Apple’s Patent Clash Leads to Trial by Jury.” BBC News Technology. BBC, 30 Jul. 2012. Web. 24 Sept. 2012.

McCarthy, Dawn. “Apple Asks for More Damages in Samsung Case.” Bloomberg Businessweek. Bloomberg, 23 Sept. 2012. Web. 24 Sept. 2012.

“Q&A: Apple and Samsung Trial.” BBC News Business. BBC, 24 Aug. 2012. Web. 24 Sept. 2012.