Samsung says 'innovation is not coming soon to an iPhone near you' in new ad

Samsung "Buckle Up" ad
Samsung "Buckle Up" ad (Image credit: Samsung)

Apple hasn't even announced the iPhone 14 lineup yet, but that isn't stopping Samsung from throwing shade at the company.

In a new ad called "Buckle Up," Samsung goes after Apple and the upcoming iPhone 14. In the ad, the company claims that people living with the iPhone 14 will live in a world "where heads will turn, just not in your direction."

"Buckle up for apple's latest launch as you enter a world where heads will turn just not in your direction. Where the highest resolution camera on a smartphone will be in someone else's pocket and that epic moonshot that's getting all the likes won't be yours."

The ad tops off its mocking of Apple's iPhone by claiming that "innovation is not coming soon to an iPhone near you." It features some of the company's latest smartphones including the Galaxy S22 Ultra and the Galaxy Z Flip.

You can watch the ad below:

Have these ads ever worked for Samsung?

It wouldn't be an iPhone launch without Samsung trying to ridicule everyone into buying one of its phones instead. I wonder if this strategy has actually worked for the company. Have you ever been persuaded to switch to Samsung over an ad that mocks the iPhone? If so, tweet at us — we want to hear from you. I'd be amazed to find out this was a winning strategy.

While Samsung has its fun, we're only a week away from Apple getting a chance to clap back with the unveiling of its new iPhone lineup.

The company's "Far Out" special event, featuring the iPhone 14 and iPhone 14 Pro, will kick off next week on Wednesday, September 7. In addition to announcing the iPhone 14, the company is also expected to reveal the Apple Watch Series 8, Apple Watch Pro, and AirPods Pro 2.

Joe Wituschek

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.