Samsung is greeting the arrival of the iPhone 5 with an advertisement that will run tomorrow in certain national and local newspapers in the United States. It is not a flattering ad. It suggests that the iPhone 5 isn’t even good enough to be a copy of the Galaxy S3.
Its headline — “It doesn’t take a genius”- prepares you for what follows. The Galaxy S3 is full of things the iPhone doesn’t have: Palm Swipe Capture, Shake to Update, oh, and NFC — to name but three.
And though there’s no doubt that the S3 is a fine phone there is one small element that Samsung might be overlooking.
People don’t buy the iPhone for all the features. They buy it for all those quirky, irrational, emotional, maddening reasons that make people’s eyes glaze over and their minds work like a blancmange clock. Samsung’s biggest problem isn’t that its phone doesn’t have some fine rational attributes. It’s that the brand hasn’t captured hearts.
There are no lists nor self-help books that can tell you how to do that. That does, sometimes, take a little genius.
Here is the advertisement in question: