Discover the lowercase phrase “different”, with a interval, and in what seems to be the Garamond font
Samsung is now mocking Apple over a perceived lack of recent designs for the iPhone, and doing it with a nod to the well-known “Think Different” advertisements — in addition to doing it regardless of a scarcity of recent designs.
If you wish to argue that the iPhone 16 vary is little totally different to final 12 months’s iPhone 15 releases, you’ve a degree and you might be removed from alone. Equally, in case you do not assume design needs to be modified solely for the hell of it, you are on sturdy floor.
It is whenever you take out an advert to mock Apple over this perceived situation and achieve this by citing an advert marketing campaign that ended 20 years in the past. It is when your promoting facilities in your claimed design superiority by exhibiting a single characteristic that you just first did 5 years in the past.
Samsung’s advert exhibits a parade of equivalent white smartphones scrolling by, as if on a bland conveyor belt. Then in the midst of the grim and boring telephones, there’s a Samsung Galaxy Z Flip6.
That telephone is proven in full colour, and it animates being folded open and closed. Because it finishes, the phrase “different” is displayed on display.
It is greater than pointlessly saying this one telephone is totally different to the opposite renders within the advert. It is particularly the phrase “different” spelt in all lowercase, and with a interval on the finish.
Add in that the font not less than strongly resembles Apple Garamond, the modified ITC Garamond font face that Apple utilized in its “Think Different” advertisements.
Apple’s unique “Think Different” marketing campaign. Samsung has copied the textual content and the punctuation, and as shut because it may additionally the font face
“Think Different” ran from 1997 to 2002, so it was working from the time Steve Jobs returned to Apple. It was there for the iMac and the transportable iBook, so it was present simply when Apple was designing its manner out of oblivion.
In that point, design was important for Apple to differentiate itself from rivals. However the truth that it did this so efficiently is as a result of it was particularly design meant to make higher computer systems.
In fact it’s all the time extra fascinating when Apple launches a completely new design for the iPhone. However altering it simply to vary it’s about trend, not design within the sense of creating probably the most usable product potential.
Apple is out to earn money like some other vendor, but it surely has constantly chosen to pursue gross sales by making what it believes are the most effective design decisions. It is why Apple dropped the headphone jack — which Samsung additionally mocked, earlier than copying it.
It is easy to ridicule Samsung for a way usually it does this mocking-before-copying, however somebody must ask if the corporate is okay. As a result of for all that it has a degree about Apple’s design not altering this 12 months, Samsung has once more acted like an ex who cannot recover from being dumped.
This new advert, for example, does work in case you do not occur to recollect the “Think Different” marketing campaign — however Samsung clearly assumes you do.
Samsung is fixated on Apple and Apple is just like the ex who’s doing significantly better. Apple by no means calls out Samsung and by no means mentions it.
It actually does not depend on it for its promoting concepts. Samsung has a historical past of seeking to Apple for the way it designs its advertisements.
For example, Apple’s first-ever advert for the iPhone is the well-known “Hello” one from 2007, with clips of individuals answering the telephone in films. In 2013, Samsung launched a smartwatch with clips of individuals in films speaking to their watch.
That’s now 11 years in the past and it appears unfair to look again that far. However in case you’re counting the beginning of the “Think Different” marketing campaign, Samsung’s new advert appears to be like again 27 years.
Nonetheless, Samsung is not saying that Apple design has stalled for the final thirty years. Samsung is saying that Samsung’s design is superior now, is marching forward whereas Apple fails to considerably replace the iPhone.
Once more, the agency has a degree. Nevertheless it makes the purpose with a folding telephone — and Samsung designed folding telephones in 2019.
That is all simply noise meant to attraction to Samsung’s base.