When new competitor devices launch, we’re not used to seeing any signs of worry from our favorite fruit company. But, up until the Galaxy S3 launch last year, it was obvious that no one was really anywhere near close to challenging the iPhone in the smartphone market. However, Cupertino’s bosses have clearly been keeping an eye over their shoulder at the looming competition that keeps growing from Samsung’s Galaxy lineup. One day before the launch of the S4, Phil Schiller had a dig at Android, its fragmentation and earlier in the month took time out to warn consumers against threats of malware on Google’s mobile OS.
However, all that pales in to insignificance compared to the latest full-scale attempt to stop smartphone subscribers’ eyes from leaving the trail of the Apple logo. The company has – in fact – dedicated a whole page to why you should buy an iPhone, and not anything else on a “why iPhone?” page. The marketing department has gone to Def-Con 5 here, and listed absolutely every positive from winning the J.D. Power consumer satisfaction award every year since the iPhone launched in 2007, through to the App Store’s excellence, lack of malware, and the fact that all your content comes from “one trusted source”.
It’s an interesting read, and I don’t disagree with any of what Apple’s written. In fact, it’s the reason I love Apple’s products so much: they’re efficient, meticulously designed and the ecosystem is second to none. What concerns me most is that this seems like a defensive move, which perhaps indicates that our beloved iCompany is perhaps losing its cool and is genuinely feeling the pressure of Samsung’s popularity?
What do you think? Is Apple worried or is it just an attempt to ramp up sales in the quiet part of the year?