Lots of companies have tried to make fun of Apple with its ads, but none have been more successful than Samsung in doing it.
Its Apple-mocking ads are funny, clever, and timely — creating a humorous caricature of the people using Apple products.
It’s hard to quantify exactly how much of these ads have helped Samsung in sales. But there’s no question it’s turned Samsung into a powerful brand that’s now one of the biggest hardware rivals of Apple.
Samsung's internal emails say it was concerned about Jobs' death creating a lot of good press for Apple, and that Samsung needed a strong ad campaign to take away some of that attention.
Many companies tried mocking Apple, like Motorola in its 2011 ad for the Xoom tablet, but none have really succeeded in backing it up with more than words. Motorola referenced Apple's famous 1984 Superbowl ad, saying 'It's time for more choices,' but it clearly didn't translate to more sales.
In fact, that WSJ story made Apple's marketing chief, Phil Schiller, blow up at his ad agency TBWA/Media Arts Lab.
'It's pretty good and I can't help but think 'these guys are feeling it' (like an athlete who can't miss because they are in a zone),' Schiller wrote in one of his emails to TBWA.
The Galaxy S III became the world's best-selling smartphone model in the third quarter of 2012, surpassing Apple's iPhone sales for the first time. The Galaxy line as a whole ended up outselling the iPhone for four straight quarters in 2012.
...like this bizarre ad in Iceland, where the main character literally takes a bite of apple. It also has some strange scenes of ninjas and a goat.
Apple at the time made an ad showing how the iPad Air's thinner than a pencil. Samsung's ad showed that the Galaxy Tab Pro 10.1 tablet is even thinner than the iPad Air and has a sharper screen and multi-task capabilities.
Samsung put this ad in airports across the country, mocking Apple's relatively weak battery life.
The ad says, 'So you have the power to be anywhere but here.'
As of now, these ads are only placed in JFK in New York and Chicago's O'Hare and Midway airports.
This ad tells the story of a sad dad who can't watch a soccer game on his iPad because his baby wants to watch a movie on it. (Message: Samsung's tablet can multitask).
Samsung made another ad mocking the iPhone's screen size as bigger iPhone rumours started swirling around.
In July 2014, before Apple released its bigger sized iPhone 6 models, Samsung made this ad for the Galaxy S5 that stresses how it's always had bigger screens.
And in a little over 24 hours after Apple's event for the iPhone 6, Samsung posted a series of ads poking fun at Apple's new products.
It reminds people that Apple is playing catch-up on screen size, and makes fun of how Apple's live stream continued to crash during the event. It also tackles the wearables.
Samsung tweeted this poster after the iPhone 6 event.
It says, 'No one is going to buy a big phone - Guess who surprised themselves and changed their minds.'
The ad was in reference to the famous line Steve Jobs said four years ago for the iPhone 4.
At the time, Jobs said that no one would be interested in owning a big screen smartphone, like Samsung's Galaxy series. But Apple came out with bigger screen phones for the iPhone 6 this month.
(image url='http://www.idc.com/prodserv/smartphone-ms-img/chart-ww-smartphone-vendor-market-share.jpg' alt='IDC: Smartphone Vendor Market Share 2014, 2013, 2012, and 2011 Chart' link='http://www.idc.com/prodserv/smartphone-market-share.jsp' size='secondary' align='right' clear='true')
The rise of Chinese brands with cheaper yet high-quality products are eating into Samsung's market share. It remains to be seen how Samsung will respond to these threats.