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Traditionally, Samsung (SSNLF.PK) has focused much more on advertising, and taken a much more aggressive approach, than Apple (NASDAQ:AAPL); after all, the South Korean manufacturer of the newly released Galaxy S4 has been the underdog — when compared to Apple — for much of its smartphone-producing history. It is Apple, not Samsung, that is typically seen as the company deciding the direction of smartphones as a genre.
But, following the unveiling of the Galaxy S4 last Thursday in New York, Apple has dramatically increased its advertising of its iPhone — perhaps realizing after Samsung’s launch that the company is trying adopt some elements from its own marketing. Samsung executives planned a very Apple-like event to introduce the latest Galaxy — which even went so far as to step on Apple’s home turf by introducing the device in the United States.
From Samsung’s perspective, this strategy is perfectly aligned with its mission to gain a secure position at the top of the global smartphone standings and use its smartphone offering to take a further hit at Apple’s iPhone success.
Smartphone rankings reflect the ongoing scuffle for positioning between Apple and Samsung. Samsung’s Galaxy S3 sold fewer units than Apple’s iPhone 5 in the fourth quarter of last year, but Samsung became the largest smartphone manufacturer in 2012; shipping 29 percent of all smartphones globally, compared to Apple’s 21 percent. Also, handsets powered by Google’s Android operating system — like both the Galaxy S3 and the Galaxy S4 — outsold iOS-powered devices…
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