Samsung can’t outsell the iPhone 12, so it’s running new anti-Apple ads instead

Samsung has a few traditions that have helped it become the world’s largest smartphone vendor and hold onto that position for so many years. The first was copying Apple. It started with shameless ripoffs that Samsung had to defend in court in tiresome, long-winded patent battles that ended with unsurprising settlements. Samsung has moved on from trying to replicate the iPhone’s appeal, so it now makes flagship handsets that have their own unique designs and software language. But Samsung still follows Apple’s moves very closely, as we all know.

Another tradition that has worked quite well for Samsung is mocking Apple and the iPhone in TV ads with regularity. It’s been a while since Samsung’s last anti-iPhone ads, but the company is now back with a new one that targets the iPhone 12. The reason why Samsung is going after the newest iPhone is beyond transparent, of course. Apple sells a massive amount of expensive iPhone 12 units, far beyond what Samsung can pull off with its own flagships. Samsung’s inability to outsell the iPhone is also a longstanding Samsung tradition.