This comment
is serious.
I would say that strategy has worked tremendously for them. Samsung went from an also ran to the only Android vendor in the conversation with Apple. That boatload of cash they threw into marketing paid huge dividends, metaphorically and literally.
3-4 qtrs of decline does not necessarily mean their marketing strategy is not working. No correlation. It means the rest of the market has taken advantage of the current conditions. This is just armchair analysis, so take it with a grain of salt.
Anthropomorphically, Samsung has a man crush on Apple. So yeah, they may obsess on Apple. They realized, or Apple made them, copying the style of the iPhone wasn't going to get it. So they differentiated and had marketing tell the world why they think are the best alternative to the iPhone. It worked like a charm to Samsung's success and Phil Schiller's chagrin. Well while they were concentrating on Apple other Android producers were concentrating on them. Specifically the Chinese. They hit Samsung where it hurt; high volume, lower cost handsets. Basically they are fighting a war on two fronts. They just need to figure out how to combat that, not change their ads. I think their ads are one of the stronger cards they play. Again, armchair. Opinion. Grain of salt. Did I forget one? Oh yeah... absolute 100% declarative fact.




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