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How Samsung can Overtake Apple

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How Samsung Can Overtake Apple

Samsung produces some of the best smartphones in the world, which are superior to almost every phone on the market. Aside from the Apple iPhone, Samsung is the industry’s new standard. And while Samsung has pushed other Android hardware producers to the side, Apple still sells more smartphones than the Korean electronics entity in the United States.

When the iPhone was introduced back in 2007 (it feels like we’ve been wrapped up in the Apple craze much longer), Apple created a product that was driven by its software while its competitors were still creating hardware-driven devices. Apple left the other key mobile telecommunications companies in panic, as they were forced to transition to the software-centric model of smartphone. And while Samsung has invested over to $400 million for advertising in 2012 alone, it has almost risen to the top.


In some aspects, Samsung phones have pushed ahead of Apple, including global smartphone sales. The Korean corporation is also ahead of Apple in its innovation, as its new phones are introducing some of the most advanced technology on the market today. From wireless charging to tracking your eye movement, Samsung is simply outdoing Apple.

However, Samsung is still combating the effectiveness of Apple’s marketing strategy since the introduction of the iPhone, as Apple has developed one of the most loyal fan bases any company has ever accumulated. However, it will take a few things to topple the king of smartphone sales in the United States. In order to lure people from iOS to Android, Samsung has three things it must focus on.

The Brand

One of the genius tactics Apple employed with the iPhone was cell phone carrier exclusivity. Apple introduced such a revolutionary product, it was able to set the guidelines for the sale of each and every iPhone sold in the United States. Aside from carrier exclusivity, Apple has always successfully kept the majority of its followers guessing when it announces a new product. Waiting for the perfect moment to unveil a new iPhone, Apple has laid the groundwork for Samsung to improve upon.

Apple provides its loyal fans with the price of a new product and when the new product will begin shipping, where it will be available, and with which carriers. The Apple brand has a strength that Samsung has yet to achieve. When the new Galaxy S4 debuted in New York City on March 14, Samsung focused on the phone itself. There was very little said regarding a release date, the carriers that would offer the Galaxy S4, or the price.

The Design

One of Apple’s greatest achievements has been to produce products that catch the consumer’s eye. With each new version of the iPhone, people flocked to see just how Apple would design the smartphone. Samsung, on the other hand, has limited its market share in the U.S. due to its lackluster designs.

Apple has gone with glass-backed phones (iPhone 4 and 4S) and progressed to the buffed, aluminum with the iPhone 5 to provide users with a sophisticated design on the county’s highest-selling smartphone. All the while, Samsung has continued to make its phones out of weak plastic to encase its smartphones. While Samsung produces a lightweight option for consumers, they are failing to produce a product that resembles a high-end phone. Samsung needs to shy away from the industrial look and join the rest of the competition. Apple produces the sexy product at the moment, and in today’s world, the sexy product will outsell the functional, basic-looking one.

The User Experience

While you might wonder what the biggest difference between the Apple and Samsung user experiences, it’s so simple, you probably wouldn’t even think twice about it. While Apple owns every element of its smartphones – the hardware, software, App Store, iTunes, as well as Apple Care – Samsung does not. When you determine the user experience from every aspect, you have a greater control over consumers than if you offer a product where third-party companies have a say in things.

Samsung isn’t slouching around in this department, though the tech giant has yet to reach Apple’s extent of ownership. Attempting to gain additional revenue through its cloud services and new media hub, Samsung has also backed off from its collaboration with Google (though it still relies on the Android OS). It is interesting to note that Samsung still relies heavily on retailers and cell phone carriers to sell its products and provide users with customer service. Straying from this design and creating an in-house approach to development would provide Samsung with the control over user experience that currently separates Apple from the rest of the competition.

While Samsung is obviously applying pressure to Apple, it is only a matter of time until it catches up with the nation’s bestselling smartphone provider. While Apple has tried to discredit the Samsung user experience, fighting words are usually thrown around when a company is feeling the competitor’s fire. For now, Apple has the advantage, but how much longer they can claim this advantage remains to be seen.

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Hi, I’m Bradley. I’m a happily married man with a beautiful son whom I adore, and I love technology! Ever since I bought my first computer with an amber screen (I know, I’m dating myself here) I’ve been captivated by the newest technological advances. I learn something new each and every day, and I love sharing my wealth of knowledge with those seeking to better inform themselves. Whether it’s the newest smartphones, tablets, or apps, I’m all about it. When I’m not being a super-geek, you can find me taking photographs in natural forests, spoiling my wife and son, or, you guessed it, blogging.

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  • I am a Nokia man myself, But I do admire the way that Apple market their products. I just can’t see Samsung overtaking them anytime soon.

  • Hi Bradley & welcome to Tweak Your Biz. Losing Steve Jobs hurt a lot and Apple now appear to be losing some of their edge. It’s going to be interesting to see how this plays out in the coming months and years.

  • Hi Bradley, great post. As a devout Samsung convertee from Nokia (I’ve NEVER liked Apple) I think Samsung are waaay ahead with the functionality of their phones. They do have a lot to do to catch up with Apple but I think their (Samsung) phones look better and love the fact that they are lighter too.

  • Hi Bradley,
    Welcome to Tweak Your Biz, nice article.
    A devout Apple head, I am looking over my shoulder at Samsung – the music is becoming more in-tune, and with greater melody.
    I agree with Niall, losing Steve Jobs, has now exposed the lack of innovation / design / sexiness and forward thinking that exists in Apple without him (Steve)
    User experience is important to me, and I will cross over if Apple lose the ball consistently – I am not THAT loyal, loyalty has a price in many different ways.
    Thanks for sharing your analysis

  • Bradley Derringer

    Hi Paul, thanks for commenting! I personally love Nokia phones (they are extremely under-appreciated in today’s market). Unfortunately, it doesn’t appear Samsung is doing what they can to try and combat Apple in U.S. sales (the Galaxy S4 isn’t too stunning, in my opinion), but with time and dedication, it will be interesting to see just how this all unfolds. Thanks again for commenting!

  • Bradley Derringer

    Hi, Niall. Thank you for welcoming me to TYB. You’re absolutely right, the passing of Steve Jobs will hurt Apple more than anyone can truly know. He was such an incredible innovator, it just doesn’t seem possible for Apple to keep plugging along without him. Should make for a very interesting battle between these tech giants.

  • Bradley Derringer

    Hi Mairead, thanks for commenting on my article! Functionally speaking, I agree with you. Samsung blows Apple out of the water, but still struggles to outsell the iPhone. I think within the next year or so (perhaps beginning in the 3rd quarter of 2013) we’ll see Samsung really step its game up. I’m still scratching my head trying to figure out how a smartphone with a 4″ screen is still the hottest selling device in America. Thanks again for commenting!

  • Bradley Derringer

    Hi Elaine! Thank you for the kind words. It’s true, Jobs’ passing will indeed hinder Apple’s ability to be the “it” company with the “it” product. It appears now is the perfect time for Samsung to “strike,” but until they do, we’re going to see one heck of a battle for supremacy in the U.S.

  • Hi Brad, I enjoyed your article and thought that you brought up some interesting points. I believe it was last weeks Bloomberg Businessweek that highlighted the rise of Samsung in the smartphone market. Worth checking out if you already haven’t.

  • Bradley Derringer

    Hi Joe, thanks for stopping by and reading my article. I’m glad you enjoyed it.

    I haven’t seen the Bloomberg Businessweek piece, so I’ll definitely check it out. Thanks for the suggestion!

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