Why Did Samsung Make Fun Of Apple In 2017 Was The Iphone Bad

In September 2017, Apple unveiled the iPhone X—a device marking a major design shift with its edge-to-edge OLED display, Face ID, and elimination of the home button. Priced at $999, it was Apple’s most expensive iPhone to date. Around the same time, Samsung launched a series of ads mocking Apple’s new flagship. The campaign sparked debate: Was Samsung just defending its turf, or was there real substance behind the jabs? And more importantly—was the iPhone X actually flawed?

The answer lies not in pure product criticism but in competitive strategy, timing, and consumer psychology. Samsung’s campaign wasn’t just about pointing out flaws—it was about positioning itself as the innovator while Apple played catch-up.

The Context Behind Samsung’s Campaign

Samsung had released the Galaxy S8 and Note 8 earlier in 2017, both featuring high screen-to-body ratios, curved OLED displays, and advanced biometric security. These devices introduced facial recognition and iris scanning months before the iPhone X. When Apple finally adopted similar features, Samsung saw an opportunity to highlight its lead in innovation.

Their “Do More” campaign featured actors struggling with the limitations of the iPhone X’s new interface—such as gestures replacing the home button—and emphasized multitasking capabilities on Samsung devices that weren’t available on iOS. One ad showed a user trying to copy text from one app and paste it into another, only to fail due to iOS restrictions, while a Galaxy user accomplished the task seamlessly.

“Samsung didn’t invent these features—they perfected them first.” — Ben Bajarin, Tech Analyst at Creative Strategies

This messaging was strategic. By focusing on functionality gaps rather than outright calling the iPhone “bad,” Samsung appealed to power users who valued productivity over brand loyalty.

Was the iPhone X Actually Bad?

No, the iPhone X was not objectively bad. In fact, it received widespread critical acclaim for its build quality, camera system, and software integration. However, early reviews noted several pain points:

• Steep learning curve due to gesture-based navigation
• Limited multitasking compared to Android
• Face ID inconsistencies in low light or with accessories like sunglasses
• Premium price without including accessories (e.g., no AirPods or fast charger in box)

Meanwhile, Samsung devices offered features like split-screen multitasking, expandable storage, and headphone jacks—features Apple had removed. While Apple argued these changes were part of a minimalist vision, Samsung framed them as unnecessary compromises.

Tip: When evaluating smartphones, consider not just specs but how well they align with your daily usage patterns.

Marketing Strategy vs. Product Reality

Samsung’s mockery wasn’t about proving the iPhone X was defective—it was about reframing the narrative. For years, Apple had positioned itself as the leader in smartphone innovation. By 2017, that perception was shifting. Samsung had already implemented many of the features Apple was now introducing.

Their ads subtly reminded consumers: We’ve been doing this for a while. We’re not copying; you are.

This psychological maneuver is common in mature markets. As Harvard Business School professor Anita Elberse notes:

“In saturated industries, brands don’t compete solely on features—they compete on identity and timing.”

Samsung capitalized on being first to market with bezel-less designs and advanced biometrics. Apple, despite refining the experience, couldn’t claim originality. Samsung’s campaign exploited that gap.

Timeline of Key Events in 2017

1. March 2017: Samsung launches Galaxy S8 with Infinity Display and facial recognition.
2. September 12, 2017: Apple unveils iPhone X with Face ID and OLED screen.
3. October 2017: Samsung begins airing “Do More” ads targeting iPhone X usability.
4. November 2017: iPhone X releases; mixed reactions to gesture navigation.
5. December 2017: Samsung reports strong holiday sales, partly attributed to anti-iPhone messaging.

A Closer Look: Feature Comparison (iPhone X vs. Galaxy S8)

Feature	iPhone X	Galaxy S8
Display Type	OLED (5.8\")	Quad HD+ Super AMOLED (5.8\")
Biometrics	Face ID (new)	Fingerprint, Iris Scan, Facial Recognition
Multitasking	Limited split-view	Full split-screen support
Headphone Jack	No (Lightning/Bluetooth only)	Yes
Expandable Storage	No	Yes (microSD up to 256GB)
Charging	Standard USB-C (no fast charging included)	Fast charging & wireless charging included

While both phones were premium flagships, Samsung offered greater flexibility. Apple focused on ecosystem cohesion and long-term software support. Each approach catered to different user priorities.

Mini Case Study: The Office Worker’s Dilemma

Jamie, a project manager at a mid-sized tech firm, upgraded to the iPhone X in late 2017. She loved the sleek design and camera quality but quickly grew frustrated when trying to review a document in one app while referencing emails in another. On her old Galaxy Note 5, she used split-screen daily. On the iPhone X, she had to constantly switch apps.

She watched one of Samsung’s “Do More” ads during a YouTube break and realized the issue wasn’t her—iOS simply lacked the feature. After six months, she switched back to a Galaxy S9, citing multitasking as the deciding factor.

Her story reflects a broader trend: professionals who rely on efficiency often favored Android’s openness during this period.

Expert Insight: The Psychology of Competitive Advertising

According to Dr. Laura Huang, a behavioral economist at Harvard, comparative advertising works best when it taps into existing doubts.

“When a product is new or untested, even minor inconveniences feel amplified. Samsung didn’t need to say ‘the iPhone is bad’—they just needed to ask, ‘Are you sure this is better?’”

This subtle framing allowed Samsung to appear helpful rather than aggressive. Their ads didn’t attack Apple directly but instead posed questions through relatable scenarios.

FAQ

Did Samsung’s ads hurt iPhone sales?

No significant drop in iPhone X sales was reported. Apple sold over 50 million iPhone X units in its first year. However, Samsung gained market share in key regions like Europe and South Korea, where their ads aired heavily.

Was Face ID less secure than Samsung’s iris scanner?

Both systems were considered secure, but Face ID had a lower false acceptance rate (1 in 1 million vs. 1 in 100,000 for Samsung’s facial recognition). However, Samsung combined face, iris, and fingerprint options, giving users more choice.

Why did Samsung focus on usability instead of hardware specs?

Because usability impacts daily experience more than raw specs. Most consumers don’t notice a slight difference in processor speed, but they do notice if they can’t run two apps at once.

Action Checklist: Choosing Between iPhone and Android in 2017 (and Beyond)

• ✅ Assess your multitasking needs: Do you regularly use two apps simultaneously?
• ✅ Consider connectivity: Do you still use wired headphones or need expandable storage?
• ✅ Evaluate ecosystem lock-in: Are you invested in iCloud, Apple Watch, or AirPods?
• ✅ Test gesture navigation: Spend time with both iOS and Android to see which feels intuitive.
• ✅ Review long-term support: iPhones typically receive 5–6 years of updates; flagship Android devices average 3–4.

Conclusion

Samsung made fun of Apple in 2017 not because the iPhone X was bad—but because it arrived late to a party Samsung had already thrown. The iPhone X was a technological achievement, but it also highlighted how Apple sometimes follows rather than leads in hardware innovation.

Samsung’s campaign succeeded by focusing on real usability differences, not technical nitpicking. It reminded consumers that innovation isn’t just about flashy new features—it’s about what you can do with them every day.

💬 What do you think—was Samsung justified in mocking Apple? Have you ever switched phones based on a competitor’s ad? Share your thoughts and experiences below.