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The tablet Apple tried to stop

Updated Dec 19th, 2018 7:39PM EST

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For all the trouble Apple’s aggressive litigation strategy has caused Samsung, the South Korea-based electronics giant has finally found a way to make the pricey patent war work to its advantage. Samsung’s devices are gaining huge exposure as a result of Apple’s ongoing lawsuits, positioning Samsung’s Galaxy range of Android tablets and smartphones as the underdog alternative to Apple’s iOS lineup.

Samsung launched a new advertising campaign late last month that just started to scratch the surface. The commercials showed Apple fans lining up in droves for a new smartphone that looked exactly like their old smartphone. It also portrayed iPhone users as mindless hipster sheep, while young sophisticated professionals opted for a more capable smartphone with a gorgeous display and 4G speeds: the Samsung Galaxy S II.

Now Samsung is taking its marketing a step further, directly addressing Apple’s aggressive legal strategy in an effort to draw consumers to its side of the fight.

In Sunday’s edition of Australian paper The Sun-Herald, Samsung ran a full-page advertisement headed with “The tablet Apple tried to stop.” The quip refers of course to the company’s ongoing legal battles with Apple over patents and a design identity that Apple feels are being infringed by Samsung’s Galaxy Tab 10.1 tablet. Samsung recently scored a major victory in Australia, however, when a sales ban on the Android tablet was overturned by an Australian High Court.

Samsung’s Galaxy Tab 10.1 features a 10.1-inch display, a dual-core processor and Google’s Android Honeycomb operating system. According to Apple, the slate also features a design that “slavishly” copies its popular iPad tablet and technology that infringes on multiple Apple-owned patents.

Defending its products against Apple’s numerous lawsuits continues to cost Samsung a tremendous amount of money, but it also appears to be opening some doors. “Samsung has just edged past the iPhone in consumer perception (adults 18+), likely powered by their new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone,” market research firm YouGov wrote recently in a report on brand perception.

Samsung appears ready to take Apple on both in the courtroom and in the eyes of consumers, and the company is making progress on both fronts.

Image source (Samsung ad): Martin Aungle

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.