Samsung is once again taking a dig at Apple as part of an ad, with the South Korean tech giant now targeting the battery issues of its rival's iPhones to promote the Galaxy S9 and Galaxy S9 Plus. Apple's decision to downclock the processors of its older devices due to deteriorated batteries has been the subject of a lot of controversies in the mobile industry in late 2017, having prompted a wave of lawsuits and pledges that Android OEMs aren't doing the same, i.e. slowing down their phones in order to minimize the impact of their weakened batteries.
The new "Moving On" advertisement is hence yet another Samsung-made promo starring a struggling Apple loyalist who ends up concluding that the Seoul-based firm's latest Android flagship is a better decision than upgrading to its iOS rival, the iPhone X in this case. The video that can be seen below is already prompting heated discussions on social media, including YouTube itself, which was likely its original intention – getting people to continue talking about the Galaxy S9 series more than two months after its commercial debut. Samsung has a long history of mocking Apple and its products, having started doing so in 2011 with its Galaxy S advertisement targeting signal reception issues of the iPhone 4. Virtually every iPhone and some iPad models released ever since have been parodied or otherwise targeted by Samsung.
The company said it's satisfied with the initial commercial performance of its new Android-powered handsets earlier this year but has yet to attach any concrete sales figures to the lineup. The Galaxy S9 and Galaxy S9 Plus were released in mid-March to almost universal critical acclaim from both reviewers and consumers, having debuted as Samsung's most powerful and refined devices to date. The OEM's next high-end offering is set to be announced in late summer, circa IFA 2018, with Samsung already confirming the Galaxy Note 9 will launch around the time its direct predecessor did last year.