AI Editing Demo with Galaxy Z Fold7
Competitive Moves Ahead of Next Month's Product Showdown
Highlighting Apple's Limitations and the Technology Gap
Samsung Electronics has ignited the battle for dominance in the smartphone market by releasing a new advertisement that directly targets Apple.
Samsung Electronics recently released an advertisement targeting Apple. Photo captured from the YouTube channel 'Samsung US'
According to foreign media and industry sources on August 30, the U.S. branch of Samsung Electronics recently released a short advertisement titled "Shirt off? No problem" through its official YouTube channel. The video highlights the company’s latest technologies, including artificial intelligence (AI) features and a foldable design, while satirizing iPhone users and pointing out Apple’s limitations.
The video opens with the phrase "A real upgrade." A man using the Galaxy Z Fold7 successfully uses the AI image generation feature to seamlessly add a shirt to a photo where he is not wearing one. In contrast, a man using an iPhone fails at the same attempt and awkwardly tries to cover himself with a napkin or leaves. The video concludes with the message, "Can your phone do this?" and shows the iPhone user expressing frustration and tossing his smartphone aside.
Through this approach, Samsung is emphasizing the practicality of AI-based image editing and foldable phones, highlighting the technological gap with the iPhone. Notably, as Apple’s recently announced AI features are being criticized for merely following in the footsteps of existing Android technologies, Samsung is actively leveraging this narrative in its marketing.
Customers visiting the KT Plaza Gwanghwamun Central Branch in Jongno-gu, Seoul, are viewing the Samsung Electronics 'Galaxy Z Fold7' and 'Galaxy Z Flip7' on display.
Previously, right after Apple’s Worldwide Developers Conference (WWDC), Samsung Electronics indirectly criticized Apple’s announcements by releasing a video with the subtitle, "First time with real-time translation? We’ve been doing it for a long time."
This kind of aggressive marketing becomes even more prominent ahead of Apple’s new product launches. The iPhone 17 series is scheduled to be unveiled on September 9, and Samsung is expected to announce the Galaxy S25 Fan Edition and the Galaxy Tab S11 series during IFA 2025, which starts on September 4.
Regarding the latest advertisement, U.S. tech media outlet The Verge commented, "Samsung humorously satirized features missing from the iPhone to differentiate itself." Other outlets such as MacRumors and 9to5Mac also noted, "This is a familiar competitive strategy from Samsung," but added, "This advertisement was effective in highlighting Samsung’s AI capabilities."
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