Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories.
was asking for it this time. Samsung loves to poke fun at its Cupertino-based rival at any opportunity, so it shouldn't be surprising that it leaped at the chance afforded by the controversy over Apple's latest
Apple's video showed a giant machine crushing musical instruments, camera lenses, paint pots and more to make the point that the new iPads can do a lot and are very thin. However, the dystopian atmosphere and wanton destruction of creative tools resulted in such a huge backlash that the company issued a rare apology for the marketing fail. Samsung wasn't going to let that opportunity pass .
Samsung has made poking fun at Apple a major pillar of its marketing strategy. This often involves pointing out that its US rival doesn't have a foldable phone, which is a strange obsession since foldables aren't exactly the most popular form factor for phones. This most recent jibe is easier to sympathise with since Apple really missed the mark with this one, but it's still a risky approach.
As we've seen with Burger King's constant attacks against McDonald's, negative advertising firmly puts a brand in challenger territory. It suggests the brand needs to criticise rivals rather than rely on the strengths of its own product. And likeUnsurprisingly, some people were quick to call out Samsung's response."And yet this is incredibly uncreative," one person replied to Samsung's claim that it"wouldn't crush creativity".
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Hands-on with the new iPad Pro, Apple Pencil Pro and iPad AirDaniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.
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