"Showcase" would mean prominently displaying logos on their uniform or doing commercials - not just using their own personal devices! That's ridiculous.
I think the problem arose was not that they use the iPhones as their personal devices, but HOW they are using them.
A big issue that the IOC has, and probably what Samsung is taking issue with is namely what occurs during Opening and Closing ceremonies.
You have Athletes who are paraded through the concourse and stadium infront of thousands of people, Then in front of Mllions of people on Live tv.
These athletes are standing there, holding their phones up, above their heads, to get their own perspective filmed. But unfortunately, in doing this, they prominantly display whatever badging and logos are on their devices to the world. its prominently displayed on TV.
This gets free tv time and airing and sponsorship for i-devices, despite apple not paying anything to the IOC or the Olympics at all.
All that Samsung and IOC has asked, is that during these competitions, Cover the logo so that it is not being prominently displayed, especially while being televised.
They're not asking anyone to change devices. They're just saying "COVER THE LOGO!"
and to be perfectly fair and honest.
I dont think any athlete, while performing their sport, or marching in the olympics should be walking around brandishing a mobile device.
Leave the photography to the experts. instead, March with your team, Being loud and proud. show your solidarity with your country mates.
not walking around holding your cell phone in everyones faces. Thats just rude. I would like to see the IOC and countries ban their athletes from carrying any mobile device (especially one not related to their sport) into the buildings.