clock menu more-arrow no yes mobile

Filed under:

Nokia challenges iPhone's photo capabilities as Apple continues to ignore competitors

New, 579 comments
Lumia 925 camera 1020
Lumia 925 camera 1020

After depicting iPhone users as zombies, Nokia is back again to take on Apple directly in its latest Lumia ad. The Finnish smartphone maker is now parodying Apple's "every day" ads that started airing in April to demonstrate the popularity of the iPhone. Nokia's ad kicks off with "every day more photos are taken with the iPhone than any other phone," before the footage quickly reverses and a narrator announces "but at Nokia we prefer to build for quality, not just quantity." The ad mimics Apple's style closely, with similar music, narration, and a focus on customers taking photos in near-identical scenes. It includes side-by-side comparisons, and ends by claiming that "every day, better photos are taken with Nokia Lumias than with any other mobile."

A newfound confidence from Nokia

Nokia's latest round of ads come at a time when the company is trying to position its camera technologies as the key selling point for its latest range of Lumia Windows Phones. The shift to battling the iPhone directly is also a new approach for Nokia, and a bold one considering Apple sold 31.2 million iPhones in its latest quarter — more than the 27.3 million Lumia phones that Nokia has sold in 18 months. Nokia's newfound confidence to go head-to-head with Apple in its ads comes after the many years it has battled on the smartphone side since the original iPhone introduction in 2007. At the time, Nokia was promoting its N95 with a 5-megapixel camera and Symbian, and the iPhone took the entire industry by surprise.

While Nokia's ad parodies the competition, Apple released another part of its "every day" ad series on Monday. The latest ad claims "more people connect face-to-face on the iPhone than any other phone," and focuses on the FaceTime video calling feature of iOS. The simplicity underlines Apple's approach to the iPhone, but more importantly it simply ignores competitors while they continue to attack on all fronts.