Months after the controversy hit the headlines and angered consumers, Samsung is only now starting to roll out Apple for throttling iPhones. A new commercial tells the well-known story of many Samsung commercials: An iPhone user is getting so tired of Apple's phone that they eventually switch to the latest Galaxy device, in this case the Galaxy S9.
The tiny spot aggressively pummels Apple's decision to slow down the performance of iPhones with older batteries. Our tortured iPhone owner is too slow to pull up his boarding pass in the Wallet app. (Who waits for them to be in front of the TSA agent?) The TV app takes a few extra seconds to load their in-flight entertainment. Then there is the Uber Auto Mistake, which occurs while it pours outside.
These problems, which result from Apple's throttling, eventually lead to the owner of the iPhone abruptly asking for help in the local Apple Store. The co-worker notes that she can disable the performance management option to restore fast performance, but this carries the risk of her smartphone shutting down at random. (The "battery throttling!" Line that follows must be the most absurd part of this whole ad. Who says that?) "Or, you can just improve it," he says.
Somehow, the wrong Apple employee does not mention the best option: to replace the battery. Handing over $ 29 would probably have corrected the situation and alleviated that person's many frustrations for less than any new phone upgrade. She would have given her iPhone 6 new life – as much new life as an iPhone 6 in 2018. Instead, Samsung's commercial understandably ends with someone buying the latest, best Samsung phone and enjoying immense satisfaction after replacing his iPhone.
Okay, good. It's finally an ad. In the end, the notch haircut that makes fun on the iPhone X (and now many Samsung competitors from Samsung, I suppose) makes a return. Both ads have the same song, so this is clearly a continuation of the original Note 8 spot.
Several of Samsung's earlier ads that chastise Apple were pretty good. The last hint was better because it told a fair Samsung story that was ahead of Apple's design over several generations of phones. And I think these direct, aggressive ads have played a big role in Samsung's mobile success. But this feels late and a bit petty. There is not much creativity for it.
Look, I have heard many Samsung smartphones over the years and really enjoyed it. But for to be the company blaming Apple over slow software? Or anything to do with batteries? Come on! Only in recent years have smartphone processors finally reached a point where they can run Samsung software smoothly and maintain the same responsiveness after a few months. Previously, factory resets were a routine task if you wanted to maintain optimal performance and get everything going fast.
The 2014 iPhone 6 is still running pretty well if Apple does not mumble at its speed.