This week, Samsung launched a new ad campaign called “Simon Says,” which takes aim at Apple by mocking what Samsung perceives as a lack of innovation in recent iPhone releases. The ad uses satire to question Apple’s commitment to groundbreaking technology and to highlight Samsung’s own innovations.
However, the response has been mixed, with many people pointing out that Samsung’s recent innovations are nowhere near as substantial as the ad suggests.
The ad closes with a bold statement: “Nobody should wait for innovation.”
The advertisement follows a humorous storyline: a consumer eagerly lines up to buy the latest iPhone, only to ask, “What’s new?” Another voice responds with a dismissive, “Who cares?”—hinting at the idea that Apple fans are willing to buy new products even without significant upgrades. Samsung then contrasts this with the distinct features of its Galaxy lineup, showcasing the Galaxy Z Flip 6’s flip screen with translation capabilities, the Galaxy S24 Ultra’s S Pen stylus, and Samsung’s AI-driven image editing technology.
While Samsung’s ad aims to position the Galaxy phones as fresh alternatives to Apple’s products, the ad’s tone has stirred up some criticism online. Many comments under the ad pointed out that Samsung itself hasn’t introduced substantial changes in recent years and questioned whether it should focus on its own innovation rather than targeting Apple.
This isn’t the first time
Over the years, Samsung has frequently taken jabs at its main competitor, with notable examples like the “Ingenius” ad campaign in 2018, where Samsung highlighted the Galaxy Note 9’s unique features. Ironically, Samsung has often ended up adopting features it once mocked Apple for, with the removal of the headphone jack and the exclusion of the power adapter being just a few of them.
As for Samsung’s recent innovations, they include Galaxy AI and some helpful features built around it. However, aside from AI additions and a continued shift toward Apple-inspired flat design, there isn’t much new to explore or talk about. Just take a look at the closeup renders of the upcoming Galaxy S25 Ultra.
C. Scott Brown from Android Authority also noted that Samsung’s approach of directly attacking Apple may have lost some impact, especially in 2024 when Samsung’s own product evolution seems relatively restrained.
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