Apple Maps was to blame for at least a half dozen travelers getting stranded at a national park in Australia over the weekend, after following incorrect directions provided by the new mapping service for iPhone, iPad and iPod touch. The whole situation garnered a lot of negative press for Apple, and fierce rival Samsung has capitalized on the situation by running a promotional display in Australia that indirectly mocks the incident.
“Oops, should have got a Samsung Galaxy S III,” the signage reads. “Get navigation you can trust.” This type of advertising is not uncommon for Samsung, which has become notorious for running advertisements that make jabs at Apple, either directly or in a more subtle manner like in this particular instance. During the most recent Superbowl, Samsung ran a 90 second ad that mocked Apple customers who wait in line for the latest iPhone, iPad or other products.
Apple and Samsung have emerged as strong competitors in the consumer electronics industry, although both companies continue to do business together. In a recent interview, Apple CEO Tim Cook claimed that Apple’s relationship with Samsung is “awkward,” which isn’t surprising to hear when considering that, in the past few years, the two firms have been locked in a massive legal battle spanning across ten countries. There is even talk that Apple will ditch Samsung as its component supplier soon.
It was recently discovered that Samsung spends billions of dollars on marketing its products, including that awfully expensive Superbowl commercial last year. While that is more than Apple, the Cupertino-based company also spent close to $1 billion in marketing its products in 2011. As both Apple and Samsung continue to fight for supremacy in the consumer electronics industry, it’s unlikely that the two sides will become friends again in the foreseeable future.