Apple vs Samsung – this is the real fight!

Mashable has recently announced that Samsung has sold twice as many devices as Apple in Q3 of 2012.It’s been pretty interesting how over the time the mobile argument has shifted from Apple versus Google to Apple versus Samsung. The Apple versus Google comparison didn’t make a ton of sense. Both Apple and Google are vastly different companies and you can tell by how they measure success of their mobile strategy. Apple measures success of their mobile strategy by the number of devices sold. Additions to iOS, introduction of the iCloud and Siri are all manoeuvres to retain or cause users to purchase new devices. Google measures their success by the number of accounts activated on Android devices. In order to facilitate this, Google gives away their software for free (OS and Tool sets), allows developers to publish their apps for free and more recently introducing high end hardware for cut throat margins.

The Apple versus Samsung argument is a (pardon the pun) closer apple to apple comparison. Both are hardware manufacturers who measure their success on units sold. And Apple has come out hard in their fight against Samsung – harder than they have against any organization. The most telling sign of course has been the $1B lawsuit that Apple levied against Samsung and won. There are a couple of interesting things about the lawsuit in general

It’s not about innovation

Both Apple and Samsung (through the Android ecosystem) have ideas that are not uniquely their own within their devices. Some really glaring things are the pull down gesture to show the notifications that are now on Apple devices have been a well-known Android paradigm since launch. The same can be said with putting icons on top of one another automatically creating groups has been a well-known Apple paradigm for a while now.

It’s not about money

Don’t get me wrong – $1B is a lot of money and I’m sure Samsung is not happy about losing $1B. But both Apple and Samsung are multi-hundred billion dollar companies. Apple doesn’t need the $1B to enhance their business and losing $1B will not hamper Samsung’s efforts in the market.

It’s about messaging

The one interesting thing to me that came out of the whole lawsuit was messaging. The message which Apple sent to the American people who is their power base is that Samsung is a copycat and a cheat; they are stealing and profiting on American innovation. At it’s heart, this is where Apple has been hurting the most. Apple has traditionally been the masters of brand and messaging. They have always been able to capture the imagination of their consumers by showing them how to purchase less than bleeding edge technology to its fullest. Samsung has copied much of Apple’s marketing playbook and has reaped much benefit from it.

So it will be interesting to see how this continues to play out. The end benefit though is better consumer products assuming that Samsung doesn’t get trapped in a quagmire of lawsuits