Remember when Apple mocked Windows PCs (and, indirectly, Microsoft) in the famous “I’m a Mac, I’m a PC” commercials? Apple was the underdog back in those days, but the commercials were wonderful. Not so wonderful and probably not so effective are the latest round of Apple bashing from Samsung and Microsoft.
Apple’s famous commercials used humor to point out the obvious– a Mac was a better place to compute than a bumbling fumbling clumsy Windows PC.
Sadly, those days of comforting compare and contrast are gone, and Apple, though not the market leader in smartphones and tablets (as Microsoft’s Windows was the leader in PCs) is the market trendsetter.
That means Apple is the target, and it’s Apple Bashing Season where misrepresentation is the name of the game.
Samsung’s latest mockery of arch rival Apple is the tried and true misdirect. You see, new Samsung Galaxy models have an Ultra Power Saving Mode which keeps things running as the power slowly runs out.
Meanwhile, iPhone users are depicted as huddling around power outlets like wall huggers waiting for an electric fix. Yes, that’s misleading. Samsung smartphone batteries don’t last any longer than iPhone batteries, but in Misrepresentationland, that doesn’t matter.
Elsewhere, Microsoft continues to bash Apple in commercials by comparing and contrasting a new Surface Pro hybrid tablet notebook to a MacBook Air. As a tablet, the Surface Pro is clunky, bulky, and unusable (which explains the lack of sales). As a notebook, the Surface Pro is expensive.
Add it all up, and the MacBook Air line competes well with the notebook functionality of the Surface Pro, while the iPad Air competes well with the tablet functionality of the Surface Pro.
What’s interesting here is that Apple sells more Macs and iPads to customers than Microsoft sells Surface Pros, despite the Surface having more screen resolution, hybrid technology, and comparable prices.
Attacking Apple is about all Samsung and Microsoft can do. Microsoft is the underdog in the mobile device industry, while Samsung suffers from an inferiority complex (or, perhaps some sort of delusional personality disorder; hey, corporations are people, too) and needs to compare itself to Apple because Samsung does not compare well against Xiaomi, China’s darling smartphone and tablet maker (which also makes clones of iPhone and iPad; that’s called Chinese innovation).