In the past few weeks, tech giants, Microsoft, have taken great pleasure in mocking Apple when it comes to highlighting its flagship range. The American group plays the card of comparative advertisement by highlighting the immense qualities of its products, in spite of their arch rivals. Today, however, Apples most fierce competitors, Samsung, have also thrown down the gauntlet by igniting a age-old fight with the iOS-based firm who haven’t enjoyed the best of weeks.

To promote its Galaxy S21 Ultra, Samsung has decided to return to the very effective technique of comparative advertising by tackling Apple.

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Samsung Follows in the Footsteps of Microsoft

As Apple stand as their greatest rival, Samsung have made it a routine of attacking their smartphone counterpart. This was showcased in a new promotional campaign set up by the American division of Samsung. Having adopted various strategies to promote the photographic qualities of the latest Galaxy S21 Ultra, Samsung had to reopen old wounds, by savagely mocking Apple’s top tier and most expensive smartphone, the iPhone 12 Pro Max in three videos.

Your Phone Upgrade Shouldn’t be A Downgrade, was the title of the campaign.

In a first video, Samsung emphasizes the Nikon or Canon-esque zoom capabilities of its smartphone, allowing it to aim at the moon at a zoom distance of X100 with flawless precision. In complete contrast with its rivals, the iPhone 12 Pro Max appeared to falter, with Samsung tagging it ‘close enough?’

But they weren’t done. As they went further to photograph a hamburger at point-blank range, with the Galaxy S21 Ultra obviously capturing the edible in better colourful detail unlike its apple counterpart. This staggering difference in picture quality was pinned down to the 108 megapixel sensor embedded in the Samsung device.


According to Samsung, it is obvious that the Galaxy S21 Ultra is a performance monster in photography and completely dwarfs its more pricey rival, nonetheless, users have questioned the necessity of the condescending approach to marketing.

Recall that Samsung has largely mocked Apple in the past, sometimes with some rather embarrassing twists and turns.

Apple received similar treatment from their rivals when they made the weird decision of removing chargers from their original iPhone package in their previous series launch, the IPhone 12. However in hypocritical fashion, the Asian company undertook the same action two months later.

Recall that a while back, Apple dethroned Samsung to become the best selling phone brand in the world.

The Samsung Galaxy S21 Ultra can be purchased at a price just shy of half a million naira, while the IPhone 12 Pro Max is pricier by about ₦200, 000.

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