Ad War: Apple’s Answer to Samsung’s Hype

Two days after Samsung (SSNLF.PK) introduced its new Galaxy S4 flagship phone at a much-hyped media event at Radio City Music Hall in New York City, Apple (NASDAQ:AAPL) has launched a new promotion for the iPhone on its website. The new web promotion includes a “Why iPhone” landing page with a large banner that declares, “There’s iPhone. And then there’s everything else.”

After throwing down the metaphorical gauntlet to all other smartphone makers, the text continues with the theme of what sets Apple apart from its competitors: “What makes an iPhone unlike anything else? Maybe it’s that it lets you do so many things. Or that it lets you do so many things so easily. Those are two reasons iPhone owners say they love their iPhone. But there are many others as well.”

Apple then answers its rhetorical query with twelve headers that promote the iPhone’s superiority over all other smartphones, starting with, “iPhone has received eight straight J.D. Power and Associates awards for customer satisfaction.” Recognition for outstanding customer satisfaction by a prestigious global marketing information services company is certainly a powerful argument for the superiority of the iPhone.

The next header reads, “Every detail has been considered.” Under this header, Apple touts the quality and aesthetics of its design. This is followed by, “Only iPhone has the Retina display.” Although this statement is true, it might not be one of the strongest selling points for Apple since the Galaxy S4 features a 441 ppi (pixels per inch) display, LG has a 400 ppi display, and Sharp will soon be introducing a smartphone with IGZO technology that will have a 498 ppi display. The iPhone 5 has a 326 ppi display, although a higher pixel density may be part of an ‘S’ model upgrade.