Is Samsung's Apple fanboy bashing having an effect?

Is Samsung's Apple fanboy bashing having an effect?

Summary: Hearing negative stuff about a brand is one thing, but will this have an effect on consumer's perception of the iPhone, and will this translate into a drop in sales?

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Samsung has just edged past the iPhone in consumer perception in the US, and research firm YouGov is attributing this to the new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone.

Here are the ads in question:

Here's YouGov's take:

The two snarky ads, which promote the Galaxy SII, appear to be affecting the iPhone’s consumer perception, sending it into decline around the time the first ad appeared and continuing now. At the same time, Samsung’s perception has crept up gradually and just surpassed iPhone last week. The ads were released around November 22nd and December 1st.

Here's the chart:

Samsung and iPhone were measured with YouGov BrandIndex’s Buzz score, which is determined from asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Hearing negative stuff about a brand is one thing, but will this have an effect on consumer's perception of the iPhone, and will this translate into a drop in sales? I'm not so sure that it will.

Related:

Topics: iPhone, Apple, Hardware, Mobility, Samsung, Smartphones

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29 comments
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  • This should be a lively thread!

    I love the ads, but it would seem to take longer for the effect to translate to measurable brand perception changes. So I guess what I'm saying is the reported change here had already begun before the ads hit.
    bstringy
    • Apple has not had a good time in the press recently

      @bstringy
      - they have recently been twice convicted of IP theft: first in China and then in Germany
      - their suing of Samsung for making a rectangular tablet is tarnishing the brand
      - their unique (among mobile OS manufacturers) partnership with Carrier IQ makes people very uneasy
      - buying Siri, killing the Siri app that ran just fine on older iPhones, and then artificially restricting Siri to iPhone 4S because older iPhones don't have the power to run Siri shows that Apple is a very dishonest company

      These ads are just the latest in a long string of hits against Apple's brand image. Good thing for Apple that there is no real competition in either the smartphone or the tablet market and that their falling brand image isn't going to affect what really counts: their profits. It is a sick market. We all lose.
      toddybottom
      • "No real competition in the tablet market..."

        @toddybottom, funny, I guess Amazon did not get the memo, as they appear to be moving their Fire by the boat load. Just here at work I am seeing a lot of Fire's, and more than one have told me that after buying theirs they went back and ordered several more for Christmas gifts.
        itpro_z
      • RE: Is Samsung's Apple fanboy bashing having an effect?

        @toddybottom <br>Do not feed, feeding will only bring more lies.
        daikon
      • Kindle Fire is not competition to the iPad

        Kindle Fire is portal to Amazon content, nothing more. It is not a competitor to the iPad. There isn't anything wrong with that and as a very satisfied eInk Kindle owner, I'm not putting Amazon down at all but let's not kid ourselves, people are not trying to decide between getting a Kindle Fire or an iPad. If you bought a Kindle Fire, you were never going to buy an iPad (either because you couldn't afford one or you didn't need one). If you bought an iPad, you were never going to be satisfied with the Kindle Fire.

        "more than one have told me that after buying theirs they went back and ordered several more for Christmas gifts"

        Really? The only reports I've ever heard of people going back to Amazon after buying a Kindle Fire are the reports of people going back to return the highly disappointing Kindle Fire. Again, I state this as a very satisfied eInk Kindle owner.
        toddybottom
      • Yes, toddy, it does compete

        @toddybottom, I know a few people with iPads, and we even bought a few here at work for our department heads to evaluate. The overall consensus is that the iPad is great for light internet usage, email, and media consumption, but little else. No, I am not insinuating that is all that anyone uses them for, just the cross section of users I have talked to. Guess what? The Fire does all of that, and does it very well, and does it for a fraction of the cost. That is what we call competition, is it not?

        Now, is it merely a portal to Amazon? No, it is a full featured tablet that absolutely does not lock you into getting your content from Amazon. Does it not ship with Netflix and Hulu apps? Does it not give you full access to the internet? Can you not connect to pretty much any music or video source (other than iTunes of course)?

        Even Apple has indicated their worry about the device, going so far as to have one of their paid shills write a hit piece about the Fire (Nielson Norman Group). The biggest real complaint is about the one click purchasing, which can be turned off and will be fixed shortly in an update. The other complaints are not expressed by any owners I know, nor by the majority of reviews, either professional or user based on Amazon.

        Finally, one of the ladies in my office who bought a Fire WAS considering an iPad, as she already had iPods at home. She decided to give the Fire a try because it was so cheap, but loved it so much that she ordered three more for her kids. Another coworker told me that he balked at the price of the iPad, and ended up buying two Fires instead, one for him and one for his wife. Amazon has also said that they were surprised by the number of multiple orders they are receiving.

        Isn't competition great?
        itpro_z
      • RE: Is Samsung's Apple fanboy bashing having an effect?

        @toddybottom

        I see the the Fire as the netbook of tablets, if you're in the market for a powerful full-featured notebook or laptop with large screen, great resolution, beefier specs etc, then you won't be considering a netbook. Just like if you're in the market for a full-featured tablet experience such as the iPad (not to be confused with tablet pcs), then you won't be considering a Fire. There's room for both going forward as Amazon and Apple will prove. Just like there was room for both netbooks and notebooks, laptops. The Fire is competing in the tablet market but not directly with Apple's iPad. Amazon was smart in targeting those that's not really looking for a iPad like tablet experience and are willing to go with a smaller slower performing device with no physical volume buttons, no GPS, no mic, no 3G option, small amount of apps and less battery. Like a netbook, you get what you pay for.

        However I will agree that, netbooks did have high return rates than regular notebooks because consumers sometimes misunderstand their intended purpose. We are seeing the same with Amazon Fire.
        dave95.
    • RE: Is Samsung's Apple fanboy bashing having an effect?

      @bstringy Greener at 2012 CES. E-reader is charging free from now on. Awesome innovation award winner, www.solarmio.com
      sreeseche
  • RE: Is Samsung's Apple fanboy bashing having an effect?

    Was Apple's Vista bashing had an effect?
    Of course they are.

    What's interesting about these ads are how they enforce Apple fanboy stereotype that normal won't do, like get in the line for days for something "special". And like the PC in those "Get A Mac" Ads, you kind of pity those guys in the line.
    Samic
    • RE: Is Samsung's Apple fanboy bashing having an effect?

      @Samic
      Early adopter always lose. If you are an Apple early adopter, you lose by getting in line. If you were a RIM early adopter, you're out $300. If you are a WP7 early adopter, you're losing out on dual-core, LTE etc. that would future proof your phone in a few months. I pity people getting in line for iPhones as I pity people who bought the Playbook for $500 and people who are buying WP7 today. Apple users just get noticed more because there's more of them so when a percentage of those users want to become the first to get it (like there is for all products), there are more of them.
      anono
      • RE: Is Samsung's Apple fanboy bashing having an effect?

        @anono
        As a WP owner of a year-old model I am very happy. The thing runs very fast with a single core 1 Ghz proc. I am not losing out on dual core because it is not necessary. Getting a device built for LTE today is foolish since it's not fully rolled out by carriers and battery tech hasn't caught up yet. Additionally, there is no such thing as future-proof for phones today. Don't pity me for spending a penny on my currently satisfying phone.
        lippidp
      • RE: Is Samsung's Apple fanboy bashing having an effect?

        @lippidp <br>If you added two more lines to your comment going something like "Also, don't pity iPhone users for waiting in line for their currently satisfying phone and don't pity Playbook users for spending $300 extra to get their tablets a few months early" then I could take your opinion as unbaised.<br><br>Personally, if I wanted a Playbook I wouldn't have buy it at $500. If I wanted a WP, I'd wait for the hardware to catch up to rivals. And if I'd wanted an iPhone, I'd wait a few weeks to not get in line.

        "Getting a device built for LTE today is foolish since it's not fully rolled out by carriers and battery tech hasn't caught up yet."

        Just to clarify. Are you saying this in support of Apple or WP7? I need to know before I can classify you as either an iSheep or a rational person.
        anono
      • Dual core

        @anono BTW, the dual core thing is misunderstood - the WP7 phones have a graphics accelerator so rather than needing a second core to help do processing like Android, graphics are accelerated in hardware and you get the same or better response - my Focus S with a 1.4 GHz core is as/more snappy than dual core Android phones I've tested with similar core frequency
        archangel9999
  • The ads are definitely funny

    Don't know what Microsoft's problem is when it comes to advertising, but this ad did effectively parody Apple fans. Microsoft's 'Laptop Hunters' did not.
    HollywoodDog
    • RE: Is Samsung's Apple fanboy bashing having an effect?

      @HollywoodDog
      Great, they have attacked the [b]users[/b] of another phone platform. I guess they are not looking to turn them into customers. It's pretty clear that Samsung is jealous of the fact the people love Apple products enough to line up for them when [b]nobody[/b] is lining up for [b]any[/b] product that Samsung makes.
      Tigertank
      • Not exactly

        @Tigertank

        They are not trying to attract the apple zealots because they know it's probably impossible to convince them switch to another brand. Samsung wants to tell non-zealots that there is a another choice in phones that works like an iPhone and doesn't require stupid behavior. For that purpose, I would say these commercials are good. It remains to be seen if they are successful.
        donniebnyc666
      • Attack

        @Tigertank ... no different than Apple attacking Windows in their commercials - Samsung is contrasting itself to the ifone - you can draw whatever conclusion you want about anyone who would stand in line like whacked Twilight fans to buy a phone
        archangel9999
  • Funny ads, but questionable effect on Apple?

    Samsung's ads are pretty darn funny, but I doubt it'll win over many people. If anything, my guess would be that it will bring over people from rival Android manufacturers. But hey--who knows!
    rlorenz
  • RE: Is Samsung's Apple fanboy bashing having an effect?

    Talk about a loaded question:
    ???If you???ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative????
    If you have seen any of the Samsung Ads there is only one way to truthfully answer this question. Apple must be marked negative and Samsung positive.
    This of course shows that people are paying attention to the ads, but the survey is a total waste of time.
    REunson
    • Loaded? Sounds like they asked about both with the same question.

      The question doesn't specifically focus on the Samsung ads.
      Patanjali