Samsung has revived its historically aggressive advertising tactics against Apple’s iPhone, launching a new series of campaigns in South Korea that mock its rival’s latest ultra-thin smartphone, even as both companies reportedly face sluggish sales for their newest devices.
The South Korean tech giant’s three new advertisements directly compare its Galaxy S25 Edge to Apple’s “another thin phone,” a clear reference to the iPhone Air.
These campaigns highlight the Galaxy S25 Edge’s photographic capabilities, including a 200-megapixel camera sensor, which Samsung contrasts with the iPhone Air’s 48-megapixel sensor, demonstrating sharper image clarity.
Another ad promotes the Samsung model’s ultra-wide-angle sensor, allowing more people to fit into a single frame, a feature portrayed as absent on the iPhone Air.
The third advertisement focuses on the Galaxy S25 Edge’s slow-motion video recording, a somewhat unexpected comparison point given both phones emphasize their ultra-thin design.
Samsung’s return to this aggressive marketing strategy is notable, particularly as these advertisements have so far been localized to South Korea, with French, American, and other international subsidiaries not releasing them. The company had previously scaled back its direct ridicule of the iPhone after years of such campaigns.
This competitive marketing push comes amidst reports of disappointing sales for both flagship models. The Galaxy S25 Edge reportedly experienced a weak commercial launch, though recent information suggests Samsung continues with plans for future models.
Apple also faces challenges, having reportedly cut iPhone Air production by 80% due to sales falling short of expectations. Despite this, an iPhone Air 2 is still anticipated to launch in 2026.
Industry observers suggest Apple and its user base remain largely unconcerned by Samsung’s renewed advertising offensive.