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Let's be realistic: the last batch of Samsung ads is more about Apple's perception than it is about its own devices. But hey, that tact has worked for the company in the past, so who can blame them? They offer however at least a key idea of the ongoing projects of the company.
In a spot called "Dongle" that aims the easiest joke in the world of smartphones, Samsung is taking Apple's iPhone task for its lack of headphone jack. A conversation ensues between a client and an employee of Genius Bar, the term "double dongle" is coined and the first grimace as someone just explained to him the plot of Human Centipede for the first time time.
Again, the announcement is less about what Samsung has, than what Apple does not have, but it seems to reaffirm the company's commitment to the headphone jack . Certainly, we've seen companies do turnarounds on the issue before. The most notable example is probably Google, who called Apple a year and dropped the next jack.
But publishing an ad as openly mocking a month before dropping the headphone jack would not be, as the kids say, a great look for the business . The port's inclusion has been a selling point for Samsung since Apple dropped it in 2016 for the iPhone 6. It's an easy win for Samsung. All the company has to do is literally nothing.
And leaks we saw from Note 9, it seems like the 3.5mm will come back again.
Of course, what appeared to be an act of aggression going back two years became more and more common among the competition. I've talked to a number of manufacturers who have kept the jack in the last two years, and almost all have recognized that it's just a matter of time before following this path.
It's hard to say how much of the decision to keep the plug is Samsung just give customers what they want, and how much the company is just trying to distance themselves from Apple. I suspect the truth is somewhere in the middle. Samsung can continue to use its AKG wired headphones (certainly nice) as a point of sale, while making all the "double dongle" jokes that its advertising budget can withstand.
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