I've noticed that over the past 12 months or so, a majority of the Samsung smartphone ads I see are directly attacking Apple. I have also noticed that over the past year, Samsung's high end smartphone sales have actually decreased while Apple's sales are still skyrocketing. I'd be willing to bet those two facts aren't just coincidental.
I thought about getting a Note for a long time. Samsung's ads used to make their products seem really cool. I mean back in 2012 the Note II really was innovative in my opinion, and they spent most of their advertisements showing it's features. But now most of their ads just attack Apple. It doesn't make me want to buy a Samsung phone instead...
Honestly if I ran a smartphone company I would never waste so many hundreds of millions of advertising dollars just attacking my competitors. I would spend it making my products look as cool and desirable as I possibly could.
Over that time period Apple has seen record phone sales and profits and Samsung has been free-falling. I am not sure it is working the way Samsung intended.