I don't see how these ads will drive Apple users to Samsung, which is ultimately what they want. Individual features aren't going to push anyone from one platform to another. Features have become somewhat frivolous to me when it comes to tech products. I used to love tinkering with settings, jailbreaking, customizing, that sort of thing. Maybe it's my age, but I have almost completely stopped caring about one feature to the next. I look at the whole platform, I want products that will work for my needs and require minimal upkeep. I still haven't found a better overall platform than Apple when it comes to the things that matter to me - performance, security, privacy, ecosystem, apps, and support. For me, and I am assuming this is where smartphones will go, those are the things Samsung should be focusing on if they want to improve their sales.