Samsung’s latest Galaxy S5 advertisement makes fun of the Apple iPhone 6 that hasn’t even been released yet. Within 24 hours of being posted on YouTube, the video clip has already generated more than 900,000 views.
In the ad, titled “Screen Envy,” one guy asks his friend if he has heard that Apple will put out a new iPhone with a larger screen. That’s when the narrator starts to say, “You know that thing you’ve been waiting on for like two years and how it’s supposed to be awesome and how it’s going to blow your mind? Well it’s been here this whole time.”
“But maybe you just like waiting,” the narrator says at the end.
It’s not the first time Samsung has poked fun at Apple devotees. In 2011, Samsung’s Galaxy S II advertisement implied that hard-core Apple fans were blinded by marketing and didn’t realize a superior phone like the Galaxy S II already existed. This year, Samsung has already run at least three ads mocking Apple fans. In May, Samsung had “The Next Big Thing” ad, which made fun of iPhone by showing off Galaxy S4’s photo S-Beam feature that allows quick file transfer – something the iPhone user found herself unable to do with her phone. In early July, Samsung released yet another ad that called iPhone users “wall huggers,” portraying them as constantly looking for wall chargers because their phone batteries keep running out.
The aggressive ads reflect how competitive the smartphone market has become.
Some analysts expect a sales hit for Samsung once the new iPhone 6 launches in the coming months with a 4.7 inch display and a 5.5 inch display. Samsung is losing smartphone market share to Apple and increasing competition from cheaper competitors, according to research published by the Counterpoint, a technology market research company on July 14. Apple’s iPhone 5s was still the bestselling smartphone in May around the world–eight months after its launch–and Samsung’s Galaxy S5 comes second.
This marks a change from last year, when the Samsung Galaxy S4 sold neck-and-neck with the iPhone 5s, with both averaging 7 million smartphone sales a month in 2013. Samsung’s high-end smartphone sales have declined in the fall in past years – usually around the time new iPhone versions were released. In China, there’s also fierce competition from the smartphone maker Xiaomi Corp., which outsells Apple in the country. Xiaomi is releasing a new smartphone model with a 5-inch screen next week as it, too, aims for buyers of phones with bigger screens, according to Bloomberg.