Samsung mocks iPhone 5 in ad campaign

Samsung has greeted the introduction of Apple's iPhone 5 with an aggressive advertising campain, mocking its upgraded features and comparing it unfavourably with the Galaxy S3, which has been available for months already.

Tim Cook unveils the iPhone 5. Samsung has taken a jibe at the phone with its new advert Credit: Photo: AFP

The advert has run in several newspapers with the tagline "it doesn't take a genius", in a swipe at the "geniuses" who offer help at Apple Stores.

It points out that Samsung's new flagship phone, the Galaxy S3, already matches or beats most of the specifications of the iPhone 5.

Samsung draws attention to the bigger screen and longer battery life of its Galaxy S3 phone. It also lists all the features of the Galaxy phone which the iPhone doesn't have, such as NFC capability and a removable battery. The advert does not mention the features unique to the iPhone 5, however, such as iCloud integration.

The advert ends with the line, "the next big thing is already here". The iPhone 5 will be available in Apple stores from Friday but the Galaxy S3 has been available since July.

Samsung's advert

Despite Samsung's best efforts, the iPhone has been incredibly popular since pre-orders opened for the device last Friday.

Apple took more than two million orders for the iPhone 5 in 24 hours, "shattering" the record held by the previous model, the iPhone 4S.

Apple confirmed that demand for the iPhone had exceeded the initial supply and while the majority of orders will be delivered to customers on Friday, many are now scheduled for delivery in October.

Apple and Samsung remain locked in a legal battle over the design and software used in their phones after last month's $1bn (£630m) settlement decision by a Californian court in Apple's favour.

Following that ruling, Apple signalled its intention to seek to ban eight Samsung devices in the US. Apple's request for a permanent sales ban on the devices will be heard at a hearing on December 6.

But the South Korean company is also a key supplier to Apple of processors used in the iPhone and iPad.