First Samsung came for Apple's interface design, then it came for Apple's philosophy

Galaxy S4, the phone we didn't know we wanted until they showed it to us.

Samsung rolled out its all-new GalaxyS4 on Thursday night and its decision to launch its latest smart phone in New York is a clear sign that the South Korean technology giant isn't afraid of the Big Apple. 

The Galaxy S4 comes with enhanced software and hardware features, just ten months after the launch of its highly successful predecessor. According to excited reviews and tweets, the new S4 has miraculous qualities: it responds to body movements, switching songs or pictures at the wave of a hand. And thanks to a special camera, it can also pause a video whenever the user stops looking at the screen. It is slimmer than its predecessor, but has a 5-inch touch screen and a 20 per cent longer-lasting battery.

So, the Galaxy S4 - daughter of the S3 and already-expecting mother of S5, has done what Apple has singularly failed to do since the invention of the iPad - it created something the we never knew we wanted. Or, in Steve Jobs’ words: “People don't know what they want until you show it to them.”

In other words, the S4 is an innovative product, but it’s mainly an excuse to launch a good marketing campaign

After filing a complaint in April 2011, Apple has famously won a lawsuit against Samsung over design user interface and style characteristics patented by Apple for the iPhone and iPad.

However, what Samsung is managing to steal now is the entire philosophy behind Apple’s extraordinary success. And this is not exactly the sort of issue you can appeal against in a tribunal.

Former Apple creative director Ken Segalls, says that, through its advertising, Samsung has succeeded in reinforcing a point (whether it’s true or not): that it has successfully positioned itself as the company delivering innovation, “striking a nerve, and stoking the anti-Apple flames.”

Segalls quotes several figures to back up his opinion. Samsung outspent Apple on marketing last year, and telecoms industry insiders say the S4 launch is setting a new high water mark for smartphone ad spend.  Marketing budgets in some countries will run into tens of millions of dollars, with Samsung’s total spend on the S4 expected to exceed $150m globally. That compares with $108m spent by Apple on marketing the iPhone 5 last year, according to Kantar media monitoring.

Despite the Broadway-style launch, investors gave the launch a chilly welcome, sending Samsung shares down, up to 2 per cent. On the other hand, financial markets follow the same rule: it’s not about what you sell, but what you think you are buying.

The Galaxy S4. Photograph: Getty Images

Sara Perria is the Assistant Editor for Banking and Payments, VRL Financial News

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The Telegraph’s bizarre list of 100 reasons to be happy about Brexit

“Old-fashioned light bulbs”, “crooked cucumbers”, and “new vocabulary”.

As the economy teeters on the verge of oblivion, and the Prime Minister grapples with steering the UK around a black hole of political turmoil, the Telegraph is making the best of a bad situation.

The paper has posted a video labelled “100 reasons to embrace Brexit”. Obviously the precise number is “zero”, but that didn’t stop it filling the blanks with some rather bizarre reasons, floating before the viewer to an inevitable Jerusalem soundtrack:

Cheap tennis balls

At last. Tennis balls are no longer reserved for the gilded eurocrat elite.

Keep paper licences

I can’t trust it unless I can get it wet so it disintegrates, or I can throw it in the bin by mistake, or lose it when I’m clearing out my filing cabinet. It’s only authentic that way.

New hangover cures

What?

Stronger vacuums

An end to the miserable years of desperately trying to hoover up dust by inhaling close to the carpet.

Old-fashioned light bulbs

I like my electricals filled with mercury and coated in lead paint, ideally.

No more EU elections

Because the democratic aspect of the European Union was something we never obsessed over in the run-up to the referendum.

End working time directive

At last, I don’t even have to go to the trouble of opting out of over-working! I will automatically be exploited!

Drop green targets

Most people don’t have time to worry about the future of our planet. Some don’t even know where their next tennis ball will come from.

No more wind farms

Renewable energy sources, infrastructure and investment – what a bore.

Blue passports

I like my personal identification how I like my rinse.

UK passport lane

Oh good, an unadulterated queue of British tourists. Just mind the vomit, beer spillage and flakes of sunburnt skin while you wait.

No fridge red tape

Free the fridge!

Pounds and ounces

Units of measurement are definitely top of voters’ priorities. Way above the economy, health service, and even a smidgen higher than equality of tennis ball access.

Straight bananas

Wait, what kind of bananas do Brexiteers want? Didn’t they want to protect bendy ones? Either way, this is as persistent a myth as the slapstick banana skin trope.

Crooked cucumbers

I don’t understand.

Small kiwi fruits

Fair enough. They were getting a bit above their station, weren’t they.

No EU flags in UK

They are a disgusting colour and design. An eyesore everywhere you look…in the uh zero places that fly them here.

Kent champagne

To celebrate Ukip cleaning up the east coast, right?

No olive oil bans

Finally, we can put our reliable, Mediterranean weather and multiple olive groves to proper use.

No clinical trials red tape

What is there to regulate?

No Turkey EU worries

True, we don’t have to worry. Because there is NO WAY AND NEVER WAS.

No kettle restrictions

Free the kettle! All kitchen appliances’ lives matter!

Less EU X-factor

What is this?

Ditto with BGT

I really don’t get this.

New vocabulary

Mainly racist slurs, right?

Keep our UN seat

Until that in/out UN referendum, of course.

No EU human rights laws

Yeah, got a bit fed up with my human rights tbh.

Herbal remedy boost

At last, a chance to be treated with medicine that doesn’t work.

Others will follow [picture of dominos]

Hooray! The economic collapse of countries surrounding us upon whose trade and labour we rely, one by one!

Better English team

Ah, because we can replace them with more qualified players under an Australian-style points-based system, you mean?

High-powered hairdryers

An end to the miserable years of desperately trying to dry my hair by yawning on it.

She would’ve wanted it [picture of Margaret Thatcher]

Well, I’m convinced.

I'm a mole, innit.