Liars, cheaters, and thieves gain their reputations through subversive actions over a period of time. That may explain why Samsung has fallen on hard times recently, and why Walt Disney World, the walled-garden of entertainment, is much beloved by people all over the world. I think of Apple as the Disney of technology.
Lying, Cheating, Stealing
Word on the technology streets this week is that Samsung and other Android device makers have been fudging smartphone benchmark performance tests for years.
Indeed, other than Apple and Motorola, technology sleuths have uncovered such shenanigans from every major smartphone and tablet manufacturer.
Samsung, of course, is headed by convicted criminals, and has a history of lying, cheating, and stealing to gain an edge in the marketplace, hence Apple’s multiple lawsuits against the Korean conglomerate (as well as sanctions and fines that date back decades).
For the Galaxy smartphone maker, such behavior is endemic, now more publicly displayed, though the company’s history is anything but pristine. Lying, cheating, stealing, and building cheap plastic knockoffs of Apple products has created a visible, palpable emotional gap for customers between Apple and competitors.
Apple is the high tech version of Walt Disney World while Samsung has become the unshaven, unbathed used car salesman on the wrong side of town. Discriminating buyers trust Apple, not Samsung.
The Korean company’s public denials of benchmark cheating are a lesson in obfuscation and PR word games. Samsung’s chief product officer for the U.S. mobile division left the company under a cloud of suspicion, seemingly the sacrificial goat for the company’s recent misdeeds.
Differentiation Is Key
In product marketing, differentiation is an important component for success. A company’s well deserved reputation for honesty, customer care, and products that delight can be a stark contrast to a company like Samsung which is willing to compete head-to-head with a valued customer by stealing the same customer’s designs and technology.
What goes around comes around and Samsung’s nefarious deeds have garnered plenty of headlines in recent years, further differentiating the company from Apple’s well polished reputation as a class act, much beloved by hundreds of millions of customers.
One-day coffee buddy Philip Elmer-DeWitt has the latest details on yet another series of Samsung missteps (a kind word for illegal shenanigans, itself a euphemism for ‘screw ups’) with a healthy list of public misdeeds dating back almost a decade.
Read PED’s list, then answer this question. Who do you trust more? Apple, or Samsung?