Samsung has launched a new advertisement campaign directly targeting iPhones for their perceived shortcomings in artificial intelligence capabilities and the absence of a foldable design. The ad, titled “A Real Upgrade,” capitalizes on the narrative that Apple Intelligence lags behind Samsung’s Galaxy AI and Google’s Gemini.
The commercial depicts a scenario where a man utilizes a Galaxy Z Fold 7 and Galaxy AI to digitally add a shirt to a photo of himself, contrasting it with an iPhone user who awkwardly attempts to replicate the effect using a napkin and a leaf. The ad also emphasizes the novelty of foldable phones to Apple users, with the iPhone user expressing surprise at the unfolding of the Galaxy Z Fold 7.
This advertisement is part of a broader marketing strategy where Samsung and Google have been jointly highlighting the superior AI features of Galaxy phones and Pixel devices compared to iPhones. Google has its “BestPhonesForever” campaign, while Samsung has consistently taken opportunities to mock Apple’s devices.
The criticism directed at Apple stems from the fact that Siri and Apple Intelligence have not fully met expectations, and the absence of a foldable iPhone stands in stark contrast to Samsung and Google’s offerings. However, this landscape is expected to change. Reports suggest that a foldable iPhone is under development and is expected to be released next year. Apple is also actively working on enhancing both Siri and Apple Intelligence with the aim of finally delivering on its initial promises. Once Apple releases its own foldable phones and enhances its AI capabilities, Samsung will have to adjust its marketing tactics to compete.
