In the United States, Samsung broadcasts advertisements comparing the Galaxy S21 Ultra to the iPhone 12 Pro Max in yet another attempt to humiliate Apple.

The Samsung Galaxy S21 Ultra in hand, seen from back // Source: Frandroid

Samsung vs Apple.It has been several years since the two companies have left their long and tortuous legal battles behind them.To tell the truth, on many aspects, they even tend to collaborate, the first often providing components to the second.However, the conflicts of the past unfortunately leave some brands, especially with Samsung Us.

New Galaxy vs iPhone pubs

The American branch of the South Korean brand has often stood out for its advertising campaigns openly mocking Apple iPhone to promote Galaxy smartphones.The subsidiary across the Atlantic has just offered us a new example of this aggressive communication strategy.Samsung US has indeed published advertising spots highlighting the photo prowess of the Galaxy S21 Ultra against the iPhone 12 Pro Max.

To go further Samsung Galaxy S21 Ultra vs iPhone 12 Pro Max: here is our photo comparison of the two titans

"The upgrading of your smartphone should not be a deterioration," says Samsung in its advertisements.So in a video, we can see two photos of the moon.The one captured with the iPhone 12 Pro Max does not allow the earth satellite to be distinguished nicely.We just see a white and troubled spot accompanied by the mention "Sufficient?"»».The snapshot of the Galaxy S21 Ultra, taken with the X100 zoom, allows us to immortalize the moon much more effectively.

YouTube ’ABONNON LINK in FRANDROC

So understand that, in this advertisement, Apple's product is portrayed as a degradation of the user experience.Same story in another video where the 108 megapixel sensor of the Galaxy S21 Ultra is honored and succeeds in saving much more details on the photo of the sandwich used for the example.

YouTube ’ABONNON LINK in FRANDROC

Admittedly, starting from the principle that there have been no small arrangements with reality, these two Samsung advertisements seem to succeed in their mission: to show that the Galaxy S21 Ultra is a better choice in photo than the iPhone 12Pro Max.However, in addition to being toxic, this communication method has proven that it did not work and that it could be double -edged.

A bad and vain strategy

Why toxic?Because this kind of advertising is more likely to dig more the gap separating Apple users from Samsung and more generally Android those.Reading a few comments right to left on the web, especially on social networks, the user will realize how fans of the apple and those of the green bugdroid can insult in all directions for the simple reason forDo not like the same bone and the same products.

Fortunately, in real life, the debates are less stormy - at least we hope - but by conveying this kind of message, Samsung US does not try conversations.Smartphones brands are already sufficiently like football teams, no need to add oil to the fire.

The photo module of the Samsung Galaxy S21 Ultra // Source: Arnaud Gelineau - Frandroid

This strategy is also ineffective because it has never really affected Apple.The firm continues to sell iphone plethora each year and retain its community of consumers around its ecosystem.Counterpoint Research figures for the first quarter of 2021 once again proves Apple's overwhelming position.

Samsung Us will have stirred sky and earth with its advertisements and publications on social networks, it is not in this way that it will persuade people satisfied by the apple to go see if the grass is greener elsewhere.For these people, the grass just has a better taste at Apple.

Samsung has already regretted certain mockery

Finally, Samsung US above all proves that it does not learn from its mistakes.The American subsidiary is not at its first try.After deleting the Jack port and marketed smartphones with notch - like Apple -, the firm had seen fit to make fun of the apple about the deletion of the charger in the boxes of the iPhone 12 shortly after their formalization.

Except that the Galaxy S21 are not delivered with the load block either.It forced Samsung US to delete his mocking publications.Going for the sprinkler was never very good for the brand image ...

The iPhone 12 Pro Max with its three photo sensors and its Lidar // Source sensor: FRANDROC / ARNAUD GELINEAU

To come back to advertisements comparing the photo capabilities of the Galaxy S21 Ultra and the iPhone 12 Pro Max, Samsung should not have a priori to delete these videos in the future.Let's just say that it would be good for such an important brand to gain confidence in itself to learn to boast the merits of its products without feeling obliged to lower those of competitors.

Finally, it is important to specify that Samsung France shows more subtlety in its communication and that our criticisms really focus on the American branch.Exchanges that we have been able to have in the past with Samsung France really show a different communication strategy between the two branches.

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