An Apple a day keeps the Samsung away – Is this true?

by PTidey 213537711

As a Samsung smartphone user for many years now, I wonder who is truly leading the International market between Apple and Samsung smartphone devices. Years ago, it was very prominent that almost everyone around me was an Apple user; however these days it seems split down the middle. How does this measure up against statistics?


In Q4 2015, Samsung shipped 81.3million smartphones worldwide to maintain a 20% share in this quarter compared to Apple at 18% shares as a result of shipment of 74.8million devices worldwide (

Apple iPhone smartphones led the market with strength as a result of innovation and cutting-edge technology allowing them to have a product of excellence over eight years ago. These days both device designs are equivalent especially when you compare the latest Samsung Galaxy S7 and Apple iPhone 6S making them direct competitors in the market; with Samsung Galaxy S7 slightly more superior. More about product comparisons can be found here

Samsung Marketing Strategies

To improve in sales revenue and the share market, Samsung needed to change their marketing strategies. Most importantly with product improvements that saw the technology used in their smartphones grow and develop to meet the needs of smartphone consumers today. When Apple smartphones were first introduced as a replacement in the mobile phone industry, Samsung were caught on the back foot, being outmanoeuvred by new competition.

Although consumers want value for money, today’s society wanted devices that maximised time efficiencies with lifestyle challenges that they meet today; for example, smartphone banking eliminating the need to access a computer or a bank. N.B. Even though the convenience is there, there are security issues that cannot be taken lightly with fraud and identity theft that may result with lost or stolen devices.

New competition allowed Samsung to review their company’s strategic goals and re-align with consumers and the market by evaluating their weakness in their technology and convert it to strength and by also understanding the threats as well as opportunity in the industry. A successful marketing strategy allowed Samsung to now (even though marginal) lead in technology and innovation of their smartphones in this market.

Promotional advertisement

Samsung’s diverse form of promotional advertisement potentially puts Samsung if not in the lead, at least as an alternative brand on the market for all their product lines, not only smartphone devices. Consumer engagement used by Samsung includes advertisement of leading product, discounts, and event sponsorship including national and global festivities, increases consumer awareness of the Samsung branding (

Apple Marketing Strategies

Both Samsung and Apple are high up on the leader’s board with smartphones, it can almost be assumed their marketing strategy to be identical, but this is not the case. As opposed to Samsung’s strategy with high use of promotional advertisement, this is least used with Apple’s approach to marketing its brand and products.

Apple had entered the market as having niche and revolutionary products which leads to loyal customers. This can be demonstrated by the hours spent by Apple customers waiting at each new product launch for the latest release just to have the newest device on the market.

Product Placement

Apple has never been about cost leadership, but instead about having focused and unique products. Competitive pricing is nowhere to be seen as an Apple strategy, as it is all about quality. Their marketing strategy is more focused on product placement, social branding and generating a buzz with their product.

To development a product, Apple understands the need to know their audience and their collective needs, both now and in the near future. Apple has always engineered devices and products that meet the needs of the most common person.


Apple versus Samsung

Even though Samsung smartphones may be leading the market today, both companies have different product ranges and marketing strategies to advertise and promote their products that put them in different positions as individual companies overall.

Fluctuation in the market share and sales revenue can be seen with both of these companies especially with new product release putting that company in the forefront at that point in time generally as a result of that new product launch. This high-lights the importance of powerful marketing strategies in line with business growth and technological evolution to meet consumers’ needs.



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