There’s an old and unwritten rule in advertising which states that a market leading company should never reference competitors by name. This is why you don’t often, if ever, see Coke mention or even reference Pepsi, or McDonald’s reference Burger King.
Similarly, with the iPhone controlling the high-end of the smartphone market for years on end now, most of Apple’s advertising efforts have focused on what users can accomplish with their device rather than taking potshots at Android handsets. On the flip side, it seems as if Samsung can’t go 3 months without releasing some sort of anti-iPhone ads.
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