One of the most anticipated releases of 2014, the iPhone 6 and 6 Plus seemed to be a hit among consumers. First week sales set record numbers, thousands of people lined up for the new phones, and the new iPhones got great reviews – until the Bendgate news released. The Bendgate video reveals that when you apply between 70 and 90lbs of pressure, the phone will bend or break.
After this news spread, Samsung took to comparative advertising to exploit the iPhone’s flaws. They released a video showing the iPhone’s flaws and how the Samsung Galaxy Note withstands the same pressure tests as in the Bendgate video. They also released a humorous print ad (shown above).
As Ries and Trout explain, consumers aren’t receptive to comparative advertising. Many consumers find that slamming other companies to be offensive and unprofessional.
In a blog post that I read, a tech expert went to an Apple store himself and tried to bend the phone – he succeeded. When he talked to customers lining up to purchase the new iPhone, they were confident with Apple’s product despite the Bendgate scandal. They thought, “Why would [they] try and bend it” or that even if it bent, “Apple will replace it.”
It seems that despite the Bendgate news and Samsung slamming Apple’s new phones, Apple customers aren’t receptive to the negative advertising and remain loyal to the brand they trust.