[squealingrat]

1) But they set themselves up as a direct competitor in the ad. Their phone versus the iPhone. This image makes them look quite similar to Apple to the lay person.

I like that they make multiple phones. But at a certain point, they're overextending. Surely you agree they need to pare it down, even a little.

You're right- when people want a phone that's not an iPhone, they will look at the Samsung phones. But consumers who want a phone because the image they think it will portray will get the iPhone. It's a status symbol. A Samsung phone doesn't have the same effect. But with this ad, Samsung looks like they're trying to become an alternative to Apple. They need to get their act together and decide who they really want to be.