Apple advertising losing momentum to Samsung says Ken Segall

Today, Ken Segall, a man who worked alongside Steve Jobs for over a decade, and the guy who put the “i” in iMac shared some thoughts on his blog suggesting that Apple’s advertising is losing momentum to Samsung.

While you can still argue that Macs and i-devices have a ton of appeal, you can’t argue that Apple is still untouchable when it comes to advertising…The fact is, it is being touched — often and effectively — by none other than Samsung…Samsung has made remarkable inroads in a very short time, for two big reasons.


The first of these reasons, Segall claims, is Samsung’s advertising budget, which is, by all accounts, massive. With cash to splash on commercials, Samsung’s adverts have really caught up with Apple in recent years, particularly in their quality and substance. However, that isn’t the only reason. Segall reckons that Samsung’s tactics have really boosted the power of their advertisements. Whilst Apple tends to focus its ads on the products themselves, in recent years Samsung has really taken to attacking Apple, using personal adverts that play on people’s negative perceptions of Apple.

I’m not sure that I agree. Maybe its a personal thing, garnered by my hatred for Samsung, but I find it underhand creating an advertising campaign that attacks the weaknesses of your opposition. If Samsung can’t sell its products using adverts based on those products, then clearly they aren’t as good as Samsung want you to think they are. Let’s face it, if Apple released and ad campaign attacking Samsung in a similar way, everybody would jump on their high-horses and claim that Apple was simply trying to hide the weakness of its own products. Whilst Samsung’s ads may be more effective than they one were, Apple’s adverts are totally unique, and can be recognised by anyone, regardless of how tech-literate they are.

Whose ads do you think are better, Apple or Samsung? Why? Has Apple really lost advertising momentum to Samsung? Leave your comments below!


Via: 9to5 Mac

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  • Tom73

    At least Sammie is not directly mentioning Apple by name. Way back in Advertising 101 the number one rule was to not mention you competitor in your ads. That would be giving them free advertising. You can see that by looking at the Pepsi ads where they compare themselves to Coke. That did not work for them.