A trio of new ads for the Galaxy S9 lineup of Android flagships makes fun of Apple's iPhone X in a variety of ways, with Samsung hence continuing its marketing strategy of promoting its mobile products by taking digs at its largest rival. The ads star actors playing Apple customers disillusioned about the lack of features on the Cupertino-based tech giant's latest iOS device, being meant to remind consumers that Samsung's newest high-end Android handsets feature a fingerprint scanner, 3.5mm headphone jack, and fast wireless charging, among other things.
The ads themselves are apparently targeting Samsung's existing customers instead of seeking to attract new ones as they lack footage of the actual Galaxy S9 and Galaxy S9 Plus, hence apparently being meant to reinforce the sense of value attached to the company's products in the minds of individuals who already bought into its ecosystem. While the effectiveness of such brand value marketing is difficult to measure, one of the largest conglomerates on the planet traditionally hasn't shied away from investing money into such expensive promotional affairs. The South Korean company has been taking digs at Apple's iOS smartphones for over seven years now, having first started doing so in 2011 as part of its efforts to advertise the original Galaxy S series. While Apple occasionally responds to Samsung's efforts to make fun of its devices, the frequency of its comebacks decreased in recent years. The company's advertisements targeting Apple's product portfolio are traditionally only aired in the United States, by far its rival's largest market.
Samsung is likely to stick with its marketing strategy throughout the launch of the Galaxy Note 9, its next Android flagship that's set to be officially unveiled on August 9 and is expected to start retailing globally come August 24. Much like the Galaxy S9 family, the Galaxy Note 9 is expected to offer a largely iterative upgrade to consumers and focus on refining the successful formula of its popular predecessor.