New Samsung Anti-iPhone Ad – Don’t Be Fooled

It's a clever ad Samsung is about to run in newspapers. A little misleading in the fact that it lists Galaxy S III specific features, but doesn't do the same for the iPhone. But of greater significance – I think this ad highlights what Samsung just does not get, or at least what they don't want you to get.

Steve Jobs always said "it is not about the hardware, it is about the software".

Sure Apples hardware is a thing of beauty, but it is how the software integrates with the hardware, and how intuitive it is, that makes it both a pleasure to use and a pleasure to develop for. It's not about how much RAM the device has – its about the experience the user has when using the device. The software dictates how efficiently the memory is used. That is why the iPhone packaging and marketing never lists how much RAM an iPhone has – it's not important.

In the past Apple's decision to limit their software to only running on their own hardware cost them big time. It was the single biggest factor leading to Microsoft winning the OS war. But that same decision is now at the heart of Apple's success. It is a company focussing on experience, in an experience-based economy. Users want, and expect, the overall experience of using a device to be intuitive, fast, and slick. That is where Apple is seriously doing well – it is what their branding is all about after all, and they are delivering. And that is also why developers are flocking to the iOS platform and are developing slick, intuitive, user-experience focussed apps that take the overall iPhone and iPad experience to yet another level.

And that is why Samsung's ad is so clever – it swings all the attention back to the hardware.

Don't be fooled.

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