Apple works hard to maximize the iPhone's battery life, but until it comes out with a large-screen phone, Samsung has it beat.

By Philip Elmer-DeWitt
July 4, 2014
July 04, 2014

There are a lot of things Samsung could say to tout the battery life of the Galaxy S5, its top-of-the-line smartphone.

  • It outperforms Apple’s iPhone 5S in independent battery tests by as much as 40% — nearly 2 hours and 20 minutes
  • It’s got an Ultra Power Saving Mode that extends battery life by shutting down power-hungry apps and switching the display from color to black and white
  • In a pinch, you can replace the Galaxy’s battery with a fresh one.

Samsung could say all that, but it’s more fun — and more effective — to ridicule Apple, which is what it does in the 60-second ad that appeared on Samsung’s YouTube channel Thursday.

Samsung’s U.S. marketing team really knows how to get under Apple’s  AAPL  skin.  In 2011 they made fun of iPhone line-sitters. In 2013 the target was Apple’s legal team. The latest ad goes after what it calls “wall huggers” —  iPhone owners who spend an inordinate amount of time clustered around airport power outlets.

It’s a shot Samsung had to take before Apple comes out with its own larger-screen — and larger battery — phones.

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple coverage at fortune.com/ped or subscribe via his RSS feed.

You May Like