Samsung may have lost the most recent round in the United States in its legal fight with Apple over cellphone technology, but that hasn't stopped it from mounting a new assault against Apple that relies on a more public tactic full-page ads.
In a round of ads that began this week, Samsung takes direct aim at Apple, claiming its Galaxy phone is a better choice than the new iPhone 5.
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While going after a competitor in an ad is not a new technique, the tone of the Samsung ads is decidedly snarky for a technology company emerging from a $1 billion defeat in the latest patent battle between the two companies.
One of the ads features the company's new Galaxy S III alongside the iPhone 5. The ad, which began appearing in print publications over the weekend, features an image of an iPhone tilted to the right and a white Galaxy phone tilted to the left under the headline, "It doesn't take a genius." Below the two phones is a list of each of the device's features.
"This is a marketing campaign. It's not a legal campaign," said Teri Daley, a Samsung representative. "As marketers we're focused on educating consumers. We feel like they've somewhat been led down a blind path when truly that innovation has stopped a long time ago."
The genius reference could be interpreted as a swipe at the Apple customer support employees who work at the company's "Genius Bars." This summer, Apple debuted a television ad campaign featuring a Genius Bar employee. The campaign was short-lived.
Todd Pendleton, Samsung's chief marketing officer, said the "It doesn't take a genius" ad was not meant to insult iPhone owners.
"Apple users or fanboys, or whatever you call them, they're not the target of this work at all," he said. "If you look at the core essence of the work, it really is showing an innovation story. A more innovative product in this case is the GS III."
Innovation has been at the heart of the dispute between the companies. In August, a California jury ruled that Samsung had infringed upon a series of mobile technology patents and awarded Apple $1 billion in damages.
In a statement after the verdict, Samsung showed it was still in fighting spirits.
"It is unfortunate that patent law can be manipulated to give one company a monopoly over rectangles with rounded corners, or technology that is being improved every day by Samsung and other companies," the company said.
It vowed that the defeat was "not the final word in this case or in battles being waged in courts and tribunals around the world, some of which have already rejected many of Apple's claims."
In an interview, Pendleton said Samsung's new ads were part of a larger campaign for the Galaxy S III that began in June and included ads on television, online, in print and in outdoor areas, like posters at bus stations. Major markets for the company include Chicago, Dallas, Los Angeles, San Francisco and New York, he said.
A headline on a Samsung ad that ran in newspapers Sept. 9, days before Apple introduced its iPhone, says, "The Next Big Thing Is Already Here." Samsung used a similar tagline in 2011, "The Next Big Thing Is Here," to promote its 4G service and the Galaxy S II. Television ads for that campaign showed people waiting in line for the latest Apple device while Samsung owners showed off the features of phones they already had.