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

Getty
Show Hide image

Theresa May’s stage-managed election campaign keeps the public at bay

Jeremy Corbyn’s approach may be chaotic, but at least it’s more authentic.

The worst part about running an election campaign for a politician? Having to meet the general public. Those ordinary folk can be a tricky lot, with their lack of regard for being on-message, and their pesky real-life concerns.

But it looks like Theresa May has decided to avoid this inconvenience altogether during this snap general election campaign, as it turns out her visit to Leeds last night was so stage-managed that she barely had to face the public.

Accusations have been whizzing around online that at a campaign event at the Shine building in Leeds, the Prime Minister spoke to a room full of guests invited by the party, rather than local people or people who work in the building’s office space.

The Telegraph’s Chris Hope tweeted a picture of the room in which May was addressing her audience yesterday evening a little before 7pm. He pointed out that, being in Leeds, she was in “Labour territory”:

But a few locals who spied this picture online claimed that the audience did not look like who you’d expect to see congregated at Shine – a grade II-listed Victorian school that has been renovated into a community project housing office space and meeting rooms.

“Ask why she didn’t meet any of the people at the business who work in that beautiful building. Everyone there was an invite-only Tory,” tweeted Rik Kendell, a Leeds-based developer and designer who says he works in the Shine building. “She didn’t arrive until we’d all left for the day. Everyone in the building past 6pm was invite-only . . . They seemed to seek out the most clinical corner for their PR photos. Such a beautiful building to work in.”

Other tweeters also found the snapshot jarring:

Shine’s founders have pointed out that they didn’t host or invite Theresa May – rather the party hired out the space for a private event: “All visitors pay for meeting space in Shine and we do not seek out, bid for, or otherwise host any political parties,” wrote managing director Dawn O'Keefe. The guestlist was not down to Shine, but to the Tory party.

The audience consisted of journalists and around 150 Tory activists, according to the Guardian. This was instead of employees from the 16 offices housed in the building. I have asked the Conservative Party for clarification of who was in the audience and whether it was invite-only and am awaiting its response.

Jeremy Corbyn accused May of “hiding from the public”, and local Labour MP Richard Burgon commented that, “like a medieval monarch, she simply briefly relocated her travelling court of admirers to town and then moved on without so much as a nod to the people she considers to be her lowly subjects”.

But it doesn’t look like the Tories’ painstaking stage-management is a fool-proof plan. Having uniform audiences of the party faithful on the campaign trail seems to be confusing the Prime Minister somewhat. During a visit to a (rather sparsely populated) factory in Clay Cross, Derbyshire, yesterday, she appeared to forget where exactly on the campaign trail she was:

The management of Corbyn’s campaign has also resulted in gaffes – but for opposite reasons. A slightly more chaotic approach has led to him facing the wrong way, with his back to the cameras.

Corbyn’s blunder is born out of his instinct to address the crowd rather than the cameras – May’s problem is the other way round. Both, however, seem far more comfortable talking to the party faithful, even if they are venturing out of safe seat territory.

Anoosh Chakelian is senior writer at the New Statesman.

0800 7318496