Apple has published an additional page on its iPhone mini-site of its online store a few days after the Galaxy S4 was officially announced. The page, titled “Why iPhone,” highlights iPhone features that make people love the handset.
There are several sections that focus on various iPhone features, including customer satisfaction awards, iPhone design, Retina display, battery life, processor, wireless and LTE, camera, entertainment, iOS 6, Siri, iCloud and “support from real people.”
While listing the features of the iPhone, Apple takes some clear shots at the competition, mainly Android, even though it doesn’t explicitly mention it, or any other competing product.
Apple says that “only iPhone has the Retina display,” although that’s only partly true. Sure, the “Retina display” is a marketing term that Apple came up with, so, only the iPhone has it. But there are plenty of Android handsets, especially this year, that match and even surpass the pixel per inch ratio of the iPhone.
Apple says the iPhone 5 can offer great battery life without having to compromise on size and use a large battery that would take a lot of space inside the device. To drive that point home, Apple says that the A6 processor inside the iPhone 5 and its wireless and LTE technology help with conserving battery life while getting the job done.
Furthermore, the iPhone camera is described as “the world’s most popular camera,” with the top three most popular cameras on Flickr being also listed: the iPhone 4S, iPhone 4 and iPhone 5, in that order.
A clear hit at Google is found further down the page in the section that details the iPhone’s access to iTunes, App Store and iBookstore, with Apple targeting malware, and fragmentation:
The more apps, music, movies, and TV shows you download, the more you realize there’s almost no limit to what iPhone can do. With iPhone, all that content comes from one source: Apple. The iTunes Store is the world’s largest and most trusted entertainment store. And the App Store is home to over 800,000 apps — all reviewed by Apple to guard against malware.3 Other mobile platforms have a myriad of fragmented store options, resulting in availability issues, developer frustration, and security risks.
Apple further attacks Android by saying that iOS 6 is “the world’s most advanced mobile operating system,” an OS that enjoys timely updates that are “just a tap away.”
Other iPhone features that are also detailed are Siri, a feature that only iPhone has, and iCloud.
One last hit at Android is delivered right at the end when Apple reminds buyers that “iPhone comes with something unique: support from real people,” something Google isn’t offering to its Android users.
Even though the “Why iPhone” page went live after the Galaxy S4 was officially announced, it rather takes hits at Google’s Android than at Samsung’s Galaxy S4. And, not that it matters too much right now, but Samsung didn’t really mention Android all that much during its strange Galaxy S4 event in the first place.
However, considering that the page was published just this week, it’s clear Apple is trying to take a hit at Samsung, and convince potential buyers that are trying to decide between the iPhone 5 and the Galaxy S4 (here’s our comparison of the two handsets) to choose the iOS device.
It’s also worth pointing out that this is not the first Apple marketing move that targeted Samsung’s new flagship device this week. The days before the Galaxy S4 was unveiled, Apple’s senior vice president of worldwide marketing Phil Schiller gave a couple of interviews to the Wall Street Journal and Reuters in which he voiced his concerns with Android in general and with the upcoming Galaxy S4.
Should we be surprised to see Apple react? Yes and no. The company hasn’t done it so clearly in the past, but now that it responds to a potential threat it’s basically doing what everyone else in the business is doing. Check out HTC’s recent anti-Galaxy S4 campaign. Not to mention that Samsung does it too with its anti-iPhone ads that we keep seeing go viral on YouTube.
Apple is certainly stepping up its game in the marketing department, but we’re surely going to see Samsung hit back with more ads of its own this year, as the battle for supremacy in the smartphone business rages on.
What smartphone are you buying this year?