The ad, which pokes fun at their own products while mocking Apple's iPhone 6 - set released this September 19 - is only the latest jab in a long list of disputes that the two companies have had over the years.
Major sources have picked up on Samsung's latest ad, such as the Wall Street Journal and Mashable, proving how much fodder the Samsung-Apple rivalry has given the media over the years. Have a look at some of the most memorable points in their rivalry.
The Patent Wars
Vanity Fair recently published an overview of the ongoing rivalry between the two giants. According to their feature, it all began in 2010, when Apple accused Samsung of copying the iPhone when they released the Galaxy S. Samsung retaliated that in the years they have been making mobile phones, Apple may have violated some of their existing patents in the process. That was how the patent war began.
The war went on until 2012, when Apple won their case against Samsung, with the jury deciding Samsung copied the design of the iPhone. Apple was granted over a billion in damages, reduced in 2013 to $890 million after a recalculation. Vanity Fair notes tha the latest patent lawsuit states about 22 more Samsung devices copying Apple's patent.
Apple has since eased up on Samsung, holding back on their court appeals for some of the patent cases filed. In August, news sites like the Independent and Forbes reported that the two companies have released a joint statement, saying they will be dropping all lawsuits against each other outside America.
Weaker Chip Sales
It's no secret that while Apple may be Samsung's rival, they are also one of Samsung's business partners. For years, Samsung has been Apple's supplier of microprocessors and chipsets. In August, the Wall Street Journal reported that Samsung has been losing market, with Apple beginning to source their chipsets from Taiwan Semiconductor Manufacturing. While this is not a dispute, it is another large blow for Samsung given the rivalry of the two companies.
Apple doesn't mean it as an attack against Samsung - they have been known to explore different options for production over the years, with Jobs' vision of creating all components in-house being their main goal. In 2012, Apple made similar headlines when news of the company thinking of switching from one of their other suppliers, Intel, to in-house ARM technology. To this day Intel remains one of their component suppliers. Samsung finds itself in a similar position today, and the Wall Street Journal predicts that they will continue losing market as Apple moves suppliers.
Samsung's Latest Attack Ad: The Next Big Thing
The latest attack ad quickly made headlines, as Samsung took another jab at Apple for copying them. The ad did this by taking early feedback about the Galaxy Note, such as "It looks like you're talking into a piece of toast" and "The Note is an unwieldy beast." This was followed by Samsung saying their style was now being copied by competitors. By poking fun at themselves and quoting Twitter feeds, Samsung called out Apple for claiming their idea for iPhone 6 was fresh, and accused them of imitation.
Mashable notes that this latest attack ad isn't the first to come out from Samsung. They have been releasing attack ads against Apple since the announcement of the iPhone 6 at the IFA 2014.
These latest round of ads add fuel to the fire that is the Apple-Samsung rivalry. With Samsung making their move through the ads, it is now Apple's turn to make the next move.
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