Samsung Electronics has once again targeted Apple, this time by releasing a documentary featuring interviews with former Apple employees. The documentary exposes the reality of store operations and the company’s weakening expertise.
According to Samsung Electronics, on Monday, the U.S. subsidiary Samsung Mobile U.S. recently released a teaser for a documentary titled “Former Genius” on Reddit, the largest online community in the U.S. The exact release date has not been disclosed.
The 15-second teaser shows a man preparing for an interview, wearing an Apple uniform and displaying an Apple ID badge. This suggests that he is a former employee of an Apple store, specifically an Apple Genius. These Apple Genius are customer service representatives with specialized knowledge of Apple products.
Based on interviews with former employees who worked at Apple stores, the new documentary is expected to reveal vulnerabilities within Apple. It is speculated that although Apple Geniuses once provided expert customer service, a decline in their expertise has reduced customer trust.
Samsung titled the teaser post on Reddit, “Customers used to ‘ask them anything.’ Now they’re left questioning everything.” The video also features the slogan, “They thought they had the answers. Now they only have questions.”
Samsung Electronics has consistently targeted Apple with its marketing strategies. However, while previous efforts emphasized the superiority of Samsung’s products and features, this time, for the first time, they are pointing out internal operational issues at Apple through interviews with actual former employees.
In May, Samsung ran an ad in the U.S. for the Galaxy Tab S9 Ultra titled “Uncrush. “This ad was seen as a direct attack on Apple’s iPad ad “Crush!” which had been criticized for mocking creators.
The same month, Apple released a TV commercial showing a hydraulic press destroying pianos, cameras, books, and more, leaving only the iPad Pro intact. The ad’s message was that the iPad could replace all analog creative tools. After facing significant backlash, Apple’s management issued an official apology and pulled the ad.
In contrast, Samsung’s video featured a woman holding a broken guitar near a hydraulic press, using the Galaxy Tab S9 Ultra to view sheet music while playing. The ad ended with the phrase, “Creativity cannot be crushed.”
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