The Galaxy S6 edge is amazing, but you probably know that. For some reason that still escapes me, I still like the curved version of Samsung’s top 2015 phone better than the flat model. So do many others, with various reports claiming Samsung was forced to increase Galaxy S6 edge production to meet unexpected demand. With that in mind, you’d think Samsung shouldn’t need to go out of its way to market the phone, and that it shouldn’t copy Apple’s manufacturing and design videos when doing it. Yet Samsung has released a second video detailing in Apple-like fashion the manufacturing process of the Galaxy S6 edge.

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Anyone who’s ever read one of Samsung’s marvelous design stories for past devices is probably familiar with the company’s creative ways of explaining its design choices. In case you haven’t read one, then looking at this short video will make you understand.

“We continually push past the edge of technology,” Samsung’s Jony Ive-like British English voice says. “We redefine absolute precision. We make possible. We build from the heart, efficiently routing electrons in three dimensions, spanning a network of eight processors, working as one for unprecedented power from inside out.”

“We weld with waves, ultrasonically fusing circuitry and frame creating excellent reception and room to expand what’s possible. We are not bound by wires, transferring power through magnetic fields – changing what it means to be connected. We are digital craftsmen. We are Samsung,” the voice concludes.

The entire speech is even more impressive when you add video and audio effects, so check this new Samsung ad below.

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