Apple, the Cupertino-based tech company has long known to have ideas that are both effective and inspiring. Considering its products that ranges from iPhone and iPad to Watch, iTunes and iOS, the company has the cutting-edge advantage to beat other competitors in the business.
Samsung, the South Korean conglomerate company, is known to be the closest Apple competitor in terms of mobile. The company has the advantage of various of products, ranging from feature-low cost smartphone, to the highend flagship Galaxy S series that came to par with Apple's iPhone.
Samsung has borrowed some of Apple's ideas from time to time for its own advantage. But now it's not just that. Samsung is starting to see quality as a priority.
And that quality is not just the hardware of its products, like for example the extensive use of premium materials in the Samsung Galaxy S 6, but also to its advertisements. The advertisement that is called Designing Possible, described Samsung as "relentlessly pursue the edge of innovation."
This are the words that most people expect coming fro Apple.
Samsung appears to see Apple as a role model once again. It's latest Galaxy S 6 commercial took much of Apple's visual styles, staging and music background. The advertisement design shows pretty much how Jonathan Ive, the Senior Vice President of Design at Apple, would do to Apple's product.
Comparing Apple with Samsung is like comparing apples to oranges. Some people like the glossy feel of apples and biting deep into its juicy bits, while some others like the bitter sweet and more colorful oranges.
When Apple CEO Tim Cook detailed Apple Watch at a special event, his presentation came with Apple's usual assortment of impeccably produced videos showing off device design, features and in-depth look at materials processing.
Apple's focus on quality is its recipe to success. All of its products are delivered with premium sophistication with premium price tag.
Aiming for customers with deeper pockets, Apple sees its customers as people that see quality more important than anything else. And Apple's focus on its Watch products, can simply defined by build quality, not functionality.
Samsung has done great, and there's nothing wrong with it. The company has made success in almost every industry it's competing in, and in terms of mobile, Samsung is one of the feared competitors out there. But there is something less spectacular about its marketing efforts.
When Apple started producing design promotions, it was also building its exquisite character that pronounce quality as a priority. At the start, it's aiming for people with deep pockets that have premium taste. With years of research, curation, and experimenting, Apple has successfully innovate by removing all the unnecessary attributes that can ruin its premium character from all of its products and marketing.
The target: to bring a quality character that matures as it evolves. It's brand is pronouncing quality over quantity. Just like the late Steve Jobs once said: "quality is much better than quantity. One home run is much better than two doubles."
Samsung on the other hand, is doing the opposite. The company is known to have a lot of products, answering almost every market's demand with wide range of price tags. Samsung is trying to bring its brand as a solution to all given problems, but Apple is trying to answer just a few problems but with the best answers.
Comparing the spot with Apple's promos, it's obvious the Korean company is not as practiced, and experienced, at throwing a spotlight on quality marketing efforts because it misses that character since the beginning.
Because of the character Apple has built over the years, it's in better position to elevate its manufacturing process into a product ripe for advertisement. Samsung is getting closer and closer to Apple in delivering quality products to benefit premium customers, but in bringing quality character to its products, Samsung is still having a long way to go.