Samsung Marketing Blitz Outpaced Apple in 2012
Samsung's lead over Apple last year in the smartphone race was helped by a massive marketing blitz, reports The Wall Street Journal.

Figures published by Kantar Media showed that in 2011, Apple was outspending Samsung three-to-one in mobile phone advertising (red graphics). Samsung massively increased its phone advertising spending from $78 million in 2011 to $401 million in 2012, 20% higher than Apple's $333 million.
The willingness to spend heavily could prove even more important as the technology gap between rivals narrows.
"They understand how to build a strong product...and have been willing to invest to drive their success," said Michael Sievert, chief marketing officer of T-Mobile USA Inc., a unit of Deutsche Telekom DTE.
To be sure, Apple remains a powerful brand that benefits from its own advertising and ubiquitous references in popular culture. Apple's iPhone is America's most effective mobile phone brand, advertising analytics firm Ace Metrix said in January. But Samsung finished second in phones and was the top technology brand of 2012, said Ace.
Samsung has been running a high-profile teaser campaign for its Galaxy S IV phone due to be launched tomorrow at Radio City Music Hall, and will undoubtedly continue that push with even more advertising to drive sales of the new flagship device.
Just weeks ago, Ken Segall, the creative director behind several of Apple's ad campaigns including the iconic "Think Different" effort, highlighted the effectiveness of Samsung's people-based ads, arguing that Apple needs to step up its game in order to counter Samsung's marketing successes.
Popular Stories
Benchmark testing has indicated that the 256GB variant of the 13-inch MacBook Pro with M2 chip offers slower SSD performance than its M1 equivalent, and now real-world stress testing by YouTuber Max Yuryev of Max Tech suggests that the 256GB SSD in the 13-inch MacBook Pro is also underperforming in day-to day-usage.
The M2 MacBook Pro with 256GB SSD and 8GB RAM was slower than the M1 MacBook ...
TSMC will manufacture Apple's upcoming "M2 Pro" and "M3" chips based on its 3nm process, according to Taiwanese industry publication DigiTimes.
"Apple reportedly has booked TSMC capacity for its upcoming 3nm M3 and M2 Pro processors," said DigiTimes, in a report focused on competition between chipmakers like TSMC and Samsung to secure 3nm chip orders. As expected, the report said TSMC will...
With many customers choosing to upgrade their iPhone every two or three years nowadays, there are lots of iPhone 11 Pro users who might be interested in upgrading to the iPhone 14 Pro later this year. Those people are in for a treat, as three years of iPhone generations equals a long list of new features and changes to look forward to.
Below, we've put together a list of new features and...
Fifteen years ago to this day, the iPhone, the revolutionary device presented to the world by the late Steve Jobs, officially went on sale.
The first iPhone was announced by Steve Jobs on January 9, 2007, and went on sale on June 29, 2007. "An iPod, a phone, an internet mobile communicator... these are not three separate devices," Jobs famously said. "Today, Apple is going to reinvent the...
Polish developer Michał Gapiński has released a new and improved version of his "Tesla Android Project" which brings Apple's CarPlay experience to more Tesla vehicles than ever before.
According to Gapiński, version 2022.25.1 provides "100% functional CarPlay integration for any Tesla," and comes with several new features and bug fixes.
The project now supports DRM video playback so that...
Following the launch of Apple's new 13-inch MacBook Pro with the M2 chip, it has been discovered that the $1,299 base model with 256GB of storage has significantly slower SSD read/write speeds compared to the equivalent previous-generation model.
YouTube channels such as Max Tech and Created Tech tested the 256GB model with Blackmagic's Disk Speed Test app and found that the SSD's read and...
Apple last week launched an updated version of the 13-inch MacBook Pro, and it is the first Mac that is equipped with an updated M2 chip. As it's using a brand new chip, we thought we'd pick up the M2 MacBook Pro and compare it to the prior-generation M1 MacBook Pro to see just what's new.
Subscribe to the MacRumors YouTube channel for more videos. For the video comparison, we're using the...
The Wall Street Journal's Joanna Stern today shared a new documentary about the evolution of the iPhone ahead of the 15th anniversary of the device launching on June 29, 2007. The documentary includes an interview with Apple's marketing chief Greg Joswiak, iPhone co-creator Tony Fadell, and a family of iPhone users.
One segment of the interview reflects on Android smartphones gaining larger...
iPhone 14 Pro models are widely expected to feature always-on displays that allow users to view glanceable information without having to tap to wake the screen. In the latest edition of his Power On newsletter for Bloomberg, Mark Gurman said the feature will include support for iOS 16's new Lock screen widgets for weather, fitness, and more.
"Like the Apple Watch, the iPhone 14 Pro will be...
Top Rated Comments
Yeah, just ask Microsoft with their Zune! And Surface!
Oh, wait...
But it has Android on it.... No thanks.
If you ask me, putting ads in the MIDDLE of YouTube videos (yes that happens now) makes me want to purposefully avoid buying your product. Maybe that's just me, because apparently it's working.
Forget the fact that plastic was just fine for previous iPhones.
Forget the fact that there may be a WEE bit bias. iOS and Android - while having similar functionality are two difference experiences. And it's good there's a choice.