Without exception, every time a new iPhone is out, people wait in line to get the latest model. Long lines form in front of every Apple store (or most stores) around the world. sometimes a few days ahead of the launch. Other wait on front of their browsers for H-Hour just to be among the firsts to order the new gadget.
For the last couple of years Samsung has been making fun of those lines in their TV ads. And I think they shouldn't.
Now, before I go further, a full disclosure is due. I have a MacBook pro, an iPad, an iPhone, an iMac and an Apple TV and there are five or six more Apple products in our household. I love Apple but not blindly, I am an Apple user not an Apple fanatic. I never waited in line for any of their products, two of the three iPhones I owned were second hand and my iPad is four years old. I think Apple Maps is useless, or at least it was the last time I used it.
But still, I think Samsung's ads poking fun at Apple fanatics waiting in line are not smart. Why? because I don't think Samsung understands why people wait.
We don't wait because we are stupid, we wait because we appreciate something.
People happily wait for good things, things they love, things they want. We wait in line at our favourite restaurant, we wait in line to buy tickets to see our favourite band playing, some wait for the new Playstation and other for new XBox.
So when Samsung takes a jab at waiting, it might be funny for some but for me it means Samsung won't create the thing people will wait in line for, it won't innovate to a point where it has its own fanatics. Samsung still thinks we expect more. We don't. We expect better.