![[instiz] “IT’S AESPA SO WHAT IS GOING ON? THIS IS SHOCKING”, A TOTAL FAIL… IPHONE’S OVERWHELMING LOSS OVER SAMSUNG](https://blogger.googleusercontent.com/img/a/AVvXsEhj7j2ovzCjKPbqtDTWaHZtGYIfm85IIrOzu7mIdn5LbDqvSywE0f9TYFb_z95Llq0JgQJeRTnVyCe7OtbUnW3lNVw3YMSfth2V166wmHHzYc_6kKUaluhNOKJM4SqXhJF5PeqZTS5xaTYPYpkLsHFZDFrD4QpA7Uhz_lVeBQYwf9yKRe_IZmgYHOanjdsB=w1200-h630-p-k-no-nu "[instiz] “IT’S AESPA SO WHAT IS GOING ON? THIS IS SHOCKING”, A TOTAL FAIL… IPHONE’S OVERWHELMING LOSS OVER SAMSUNG")
Following NewJeans, Apple’s iPhone marketing featuring the top idol group aespa has failed to draw much attention, leaving the company in a state of disappointment.
The YouTube video Apple produced featuring aespa has only reached 350,000 views. The large-scale TV ad campaign has also been halted.
Recently, Apple and Samsung’s marketing videos have shown starkly different results, leading to divided evaluations. Apple, once considered a marketing genius, is now being described as “감다잃” (a new slang term among younger generations meaning ‘lost its touch’ or ‘completely failed’), while Samsung is being praised for its “감다설” (meaning ‘revived its sense’) approach with marketing aimed at people in their teens and twenties.
On June 9, Apple released the music video for aespa’s new song Dirty Work, filmed on the iPhone 16 Pro. Previously, Apple’s iPhone marketing with NewJeans’ “ETA” music video was a major success, so this time they went with aespa. It’s believed Apple chose aespa after NewJeans became embroiled in a contract dispute with their label, ADOR, a subsidiary of HYBE.*
In particular, the “4K 120fps slow-motion” feature highlighted in aespa’s ad had already been introduced by Samsung eight months earlier with the launch of the Galaxy S24 Ultra. Apple was criticized for marketing it as if it were an innovation, despite it being an older Samsung feature.
Apple is also seen as lagging behind competitor Samsung in terms of AI features. A prime example is the “cleanup” function, which deletes unwanted parts of a photo taken with a phone. On Samsung’s Galaxy, the filled-in background after deletion blends in naturally, whereas on Apple’s iPhone, it is still considered awkward and less seamless.
Apple attempted to make up for its relatively lacking innovative features by leveraging aespa in its marketing, but the move ultimately backfired.’
The video “Samsung’s Hijino clip that beat Apple’s aespa” is becoming a hot topic. A video Samsung made featuring relatively unknown YouTuber Hijino has racked up 1.14 million views—far surpassing the views on Apple’s aespa content.
On his YouTube channel, Hijino uploaded a video titled “To my friends who use Galaxy” in which he humorously explained why he switched from using an iPhone to a Galaxy. The clip gained over a million views and became hugely popular.
As the video went viral online, Samsung actually decided to collaborate with Hijino. For its consumer participation social campaign “Byeolbyeol Letter Episode 2” (Stars’ Letter Episode 2), Samsung set the theme as “Why I use Galaxy” and commissioned Hijino to handle the ad and story submissions.
Once the video was released, responses like “Samsung is really back in its groove these days” flooded in, and it is now regarded as a prime example of Samsung’s recent marketing comeback.
In addition to the Hijino video, Samsung has also recently released a short-form ad comparing the thickness, weight, and other specs of the Galaxy Z Fold7 to the iPhone—an approach seen as catering directly to the tastes of the highly responsive MZ generation.
original post: here
1. I do wonder if Apple even need CF models. Although NewJeans were a bit of an exception
2. But it’s not that Apple made a bad ad. It’s aespa’s song that’s important. I also don’t know what’s so good about iPhone’s technology
3. This is a case where there are way too many ads… I got bored seeing the amount of ads on YouTube
4. People who buy Apple buy it out of emotions rather than marketing… That’s why there were barely any reactions
5. There were way too many severe ads in aespa’s iPhone ad. It made me repulsed
6. Ah so that was an ad for iPhone…?
7. But isn’t this aespa’s fault…? The article is strange
8. The journalist is clearly sucking up to Samsung which is kinda funny
9. What is the point of this articleㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋ
10. I don’t think you can blame anyone here though…