'Not coming soon to an iPhone near you,' says Samsung in latest Apple jab

Samsung’s latest ad has slammed Apple by claiming that the innovative features of its new Galaxy S22 Ultra and ZFlip4 “is not coming to an iPhone near you.”

With Apple expected to unveil the details of its newest iPhone 14 this week, its competitor Samsung released a video ad featuring its iconic Galaxy S22 Ultra and ZFlip4, with the latest innovative features. Within its ad, Samsung started off by saying “buckle up for Apple’s latest launch as you enter a world where heads will turn, just not in your direction”, trolling Apple ahead of its special events and new product launches.

The ad also said attention will be drawn to its latest phone “where the highest resolution camera on a smartphone will be in someone’s pocket”, and that “epic moonshot that’s getting all the likes won’t be yours” because “this innovation is not coming soon to an iPhone near you”.

“It’s already here in the galaxy,” it said. This isn't the first time Samsung has mocked Apple for its innovative features.

Back in 2017, one of Samsung's campaign video for its Galaxy Note 8 flagship also took a jab at the iPhone X’s notch design with the lack of a headphone jack.

However, some of Samsung's campaigns have also triggered backlash. Earlier in May this year, Samsung has apologised for an ad it released earlier last month for its Night Owl campaign. The ad, which aimed to celebrate individuality and freedom to exercise at all hours, featured a woman going out for a run alone in a city at 2am while wearing her headphones. The video also shows the woman running through dark streets and alleyways, and even running past a man on a bike on a deserted bridge at one point. 

According to the BBC, the ad has since been criticised by some women's running groups and safety campaigners, as well as women's safety group Reclaim These Streets, for being unrealistic and tone-deaf. Samsung said it was never its intention to be insensitive to ongoing conversations around women's safety.