Samsung design video: High on lifestyle companionship, low on rationale for cheap plastics

Samsung design video: High on lifestyle companionship, low on rationale for cheap plastics | iMore.com Skip to main content Android BlackBerry iPhone / iPad Windows Phone webOS SIGN UP|LOG IN iMore Forums Apps Games Accessories Reviews How-To Podcasts Contests iPhone iPad mini iPad iPod touch Apple TV iOS iCloud iTunes Mac Hot: iPhone 5S Guides: iPhone buyers | iPad buyers | iOS users Free: Wallpaper | iPhone apps, games | iPad apps, games Shop Online Cases Chargers Screen protectors Headsets & More Free shipping on orders over $50 Samsung design video: High on lifestyle companionship, low on rationale for cheap plastics By Rene Ritchie, Monday, Apr 29, 2013 a 8:50 am 11

Apple typically accompanies the announcement of a new iPhone 5 with a video showcasing their design and manufacturing processes. Samsung has now done something similar for their just-released Galaxy S4. So how do the two videos compare, and what, if anything, do they tell us about the respective companies and phones?

Before we get to the videos, it's worthwhile taking a quick look at how Apple and Samsung handle the devices in general. Here's Apple's phone product logo, which uses a single typeface, compared to Samsung's, which uses different typefaces for both Galaxy and 4, and a highly stylized S in between:

In Samsung's video, which includes the now oft-repeated "Life Companion" tag line, they start off with a quick series of initially unidentified people (we later find out they're UX -- user experience -- designers), who set the stage for a) wanting to go deeper into people's lives, b) be more evolutionary than radically different, c) be like nothing anyone has ever seen before, and d) change people's lives for the better. (Note: the video is in Korean with English subtitles, so there could be cultural differences and contexts that are lost in translation.)

Apple's video, which is actually more of a general product video that also touches on design, begins with Jony Ive, senior vice president of industrial design, who sets up a) the phone as the most-used object in people's lives, b) how seriously Apple takes that relationship, and c) how Apple's goal is not to make something new but something much better.

Samsung's video includes people set in more realistic environments, and a ton of b-roll showing stars, cityscapes, and other dramatic visuals. Apple's video sets everyone on backgrounds of pure white, and b-roll consists exclusively of shots of the iPhone itself, the technology inside it, and the equipment used to manufacture it.

Samsung's UX designers go on to describe how the phone has evolved from information system to life companion, and how they began to think about how they could use it to offer more meaningful value. They showcase features like the eye-tracking page scrolling and video pausing, and the on-hover contextual popups. And they call out the automatic photo album generation.

Apple's Jony Ive explains their decision to increase the screen size to 4-inches by making it taller but not wider (the old one-handed-ease-of-use argument). Bob Mansfield, senior vice-president (of technology) explains some of the new hardware features like LTE and the Apple A6, and Lightning connector. Scott Forstall, former vice president of iOS, then goes over iOS 6 software features like Maps, Panorama photos, Siri enhancements like sports and restaurant reservations, Facebook integration, and FaceTime over celular.

Samsung's Hyoungshin Park, product designer, explains that while the Galaxy S3 had more nature-centric design cues, the Galaxy S4 was meant to be more "rationale" in approach (that has to be a translation glitch, right?) and with more emotional CMF (?). Jongbo Jung, product designer, then describes the GS4 as a precious gem glittering in the dark or stars sparkling in the night sky. They paid attention to the smallest detail and refined it to perfection. They wanted to find the perfect line.

Apple returns to Jonny Ive, who talks not only about the very nearly insane precision of the manufacturing process, but about how the iPhone feels in your hand, and the importance of the materials they use -- glass and aluminum.

Samsung says nothing about the feeling or importance of their plastics. They do repeat the importance of making people's lives better. Mihnyouk Lee, vice president of product design, says Samsung believes they can create something new and valuable.

Apple's Jony Ive says they began the iPhone 5 with a design they loved, but to implement it, it took everything they'd learned to date. Simple, clear, truly extraordinary.

Samsung ends with: Life Companion, for a richer, simpler, fuller life.

Apple ends with: Apple logo.

Samsung's video does make Apple's look clinical, almost sterile at times, but the simplicity Apple brings to every element makes Samsung look undisciplined, almost unrefined.

What's most interesting is that two companies with such different styles and products are both sitting atop the smartphone space right now.

Via: Android Central

Rene Ritchie

Editor-in-Chief of iMore, co-host of Iterate, Debug, ZEN and TECH, MacBreak Weekly. Cook, grappler, photon wrangler. Follow him on Twitter, App.net, Google+.

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More of: Apple Vs Samsung, galaxy s3, Iphone 5, Design ? PreviouslyVerizon BlackBerry Z10 ad running as pre-roll on Apple's iPhone 5 YouTube video Next up ?iMore show 347: Freemium frenzy There are 11 comments. Add yours. DanielPinho says: Apr 29, 2013 at 9:27 am - 1 day ago

"Samsung says nothing about the feeling or importance of their plastics." lol. Love that line.

Reply Nathan Grey says: Apr 29, 2013 at 9:36 am - 1 day ago

I use an iPhone, but I do like Android. The problem I have with Android (and why I prefer iPhone), comes in a couple of forms. Android has ridiculous product release schedules. I am a tech junkie, so even though I know I don't, I feel like I have to upgrade. The quality of the apps on Android are improving, but they still aren't as good and varied as iOS. Camera quality on Android usually isn't as good unless that is the focus of the phone. One of the biggest issues for me though, is that I use Verizon for coverage and getting a stock Android phone is a pain. I wish manufacturers would quit trying to "improve" Android, or just offer their improvements as a ui skin or something.

Reply Rob White says: Apr 29, 2013 at 9:56 am - 1 day ago

"One of the biggest issues for me though, is that I use Verizon for coverage and getting a stock Android phone is a pain."

This! Without question this is the single biggest factor that pushed me away from Android full time & back to iPhone full time. The Galaxy Nexus debacle sort of put the nail in the coffin. From the horrible build quality, to the oft delayed or missing software updates, to Verizon's customer service meddling. I just gave up on Android.

I'm far from the biggest Apple backer out there. And I'm often very critical of their business practices. But this iPhone 5 just works. And as far as Verizon goes, they are merely a dumb pipe of cell/data signal. I get all of my support needs handled by Apple.

Android, & Samsung in particular, just doesn't measure up I'm afraid.

Reply raptorstv says: Apr 29, 2013 at 9:49 am - 1 day ago

Wow.... Where did Samsung get their promo video idea from? Sigh

Reply Illustrator Joe says: Apr 29, 2013 at 10:24 am - 1 day ago

Obvious troll bait article headline.
Come on iMore you are better than that ;)

Reply broxman says: Apr 29, 2013 at 11:15 am - 1 day ago

Rene, looks like you are "doubling down" on your metal vs. plastic issue. For a true techie it's not what a device looks like but what it can do that is important. Also, I prefer plastic to metal. That's just a personal preference and shouldn't color your whole review of a device!

By the way, I have an iPhone 5, iPad, and iPad mini but I sure didn't get them because they looked pretty but for how they worked!

Reply rogifan says: Apr 29, 2013 at 1:29 pm - 1 day ago

But a lot of people do care about aesthetics and the materials used in their products. I mean the HTC One's biggest selling point seems to be its industrial design. All the reviews and comparisons I've seen between the One and S4 give the One the edge because of it's design. And I would argue hardware and software design should matter more because that's where an OEM can differentiate themselves. I haven't used the One or S4 but my guess is if you used both of them running stock android with no bloatware their hardware performance would be ver similar. So then what do you have left besides hardware and UI design?

Reply ZkiZZoiD says: Apr 29, 2013 at 3:39 pm - 1 day ago

Wow!!! Obvious copy cats.. Damn Samsung!!!

Reply ChrisFricke says: Apr 29, 2013 at 5:51 pm - 1 day ago

Where Rene sees cheap plastic Samsung sees a refined design aesthetic using lightweight durable composite materials allowing for the additional advantage of replaceable parts. I can't say I'm that emotional about the issue one way or the other but the materials seem to work fine on my GS3 - I don't see why it would be any different on the S4.

Reply vianar says: Apr 29, 2013 at 11:43 pm - 1 day ago

The whole video says nothing important. "Life companion"- really?
I know that they want to sell the S4 as more than just a phone but don't oversell it.

Reply kataran says: Apr 30, 2013 at 11:51 am - 18 hours ago

luckly I speak fluent smartphone :-P

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