FORTUNE -- Steve Jobs, the past master of high-tech event marketing, was famous for treating the launch of Apple's (AAPL) new products as if they were Broadway openings, although lately Apple has been moving its events to smaller and smaller venues.
Samsung, famous for flattering Apple by imitation, has taken the Broadway metaphor quite literally. For today's launch of the Galaxy S4 -- its high-end answer to Apple's iPhone line -- Samsung has commanded the oversized stage of Radio City Music Hall for the main event and will host the spill-over crowd in New York City's Times Square.
Its almost as if the two companies -- engaged in a global battle for command of the $400 billion mobile device industry -- are moving in opposite directions. Apple in its marketing and advertising has become quieter and more modest, hoping its products and services will speak for themselves. Samsung, meanwhile, is going bigger and brasher, hiring the big halls and the dancers and mocking Apple -- and itself -- in TV ads loaded with attitude.
On the eve of the Galaxy S4 launch, scheduled to begin Thursday at 7 p.m. EDT, Samsung sent its dancers into Times Square for an impromptu flash-mob-style preview.
Apple, which is usually content to ignore its competitors' efforts, sent Phil Schiller, its senior VP for marketing, to the Wall Street Journal and Reuters for a bit of uncharacteristic counter programming. Schiller didn't address Samsung's Android-based Galaxy line directly, but he did point out that most Android phones are cheap knock-offs given as free replacements for feature phones, and that Apple's research showed that last quarter four times as many iPhone users switched from an Android phone than to an Android phone.
I wasn't on the press list to receive an invitation for the Galaxy S4 event, but when I asked politely, Samsung's marketing people were kind enough to give me one. If the gods of Wi-Fi permit, I'll be live blogging tonight from inside Radio City Music Hall.
Chart of the day: Mobile threats by platform, 2012
FORTUNE -- Phil Schiller, Apple's (AAPL) ebullient senior VP for marketing, was doing his thing on Twitter Thursday, alerting his 67,866 followers that Google's (GOOG) Android platform accounted for 79% of all mobile malware in 2012.
@pschiller: Be safe out there: f-secure.com/static/doc/lab…
What he doesn't mention is that iOS threats, which were nonexistent in 2010 and 2011, showed up on F-Secure's radar for the MOREPhilip Elmer-DeWitt - Mar 7, 2013 12:55 PM ET
A lesson in access journalism in the wake of the New York Times' Foxconn series
"An Apple spokesman said no executives were available to comment."
That sentence, appearing 12 paragraphs into a 14-graph story by Brian X. Chen in Thursday's New York Times, speaks volumes about how Apple (AAPL) deals with press coverage it doesn't like.
For more than a week, the company had been seeding selected media outlets with early access to its next MOREPhilip Elmer-DeWitt - Feb 17, 2012 7:18 AM ET
How the news of the Mac's next operating system -- Mountain Lion -- got disseminated
The top tech news story Thursday, apparently, has nothing to do with working conditions in China, or who owns the iPad brand, or even the fact that Motorola (MMI) may have to remove "slide to unlock" from its smartphones.
No, the top 135 stories on Techmeme this afternoon are all about the next version of Apple's (AAPL) MOREPhilip Elmer-DeWitt - Feb 16, 2012 3:50 PM ET
New tools and platforms for replacing today's paper textbooks with iPads
Apple (AAPL) on Thursday introduced three new inititatives by which it hopes to "reinvent the textbook" around the iPad:
iBooks 2, a new iPad app and reading tool offering searchable, interactive, updatable textbooks filled with as many videos, photo galleries, glossaries and study guides as publishers choose to throw in
iTunes author, a Mac app with an array of tools for creating MORE
Fortune profiles Jeff Williams, Apple's senior vice president for operations
As Steve Jobs stepped back from his role as Apple's (AAPL) larger-than-life frontman, a handful of senior executives emerged from his oversized shadow: Jony Ive, the soft-spoken industrial design wizard. Phil Schiller, the self-effacing marketing chief. Scott Forestall, the boyish head of iPhone and iPad software. And of course Tim Cook, the man who really ran Apple, now elevated to CEO.
In MOREPhilip Elmer-DeWitt - Sep 14, 2011 6:11 AM ET
It was a wheel that revolved around Steve Jobs. How will it change under Tim Cook?
One of my favorite elements in Adam Lashinsky's How Apple Works -- the "inside" story that created a sensation when it appeared in the May 23 issue of Fortune but was made fully available online only last week -- was the organization chart assembled by Fortune's graphics team under the guidance of senior research editor Doris MOREPhilip Elmer-DeWitt - Aug 29, 2011 7:51 AM ET
Adam Lashinsky's "Inside" story in the new issue of Fortune is packed with juicy revelations
After the simultaneous, and more-or-less disastrous, launch of the iPhone 3G and MobileMe in the summer of 2008 -- the launch one Gizmodo reader dubbed "iPocalypse" -- Steve Jobs summoned the MobileMe team to the Town Hall auditorium on Apple's (AAPL) Cupertino campus for an obscenity-laden dressing down. "You've tarnished Apple's reputation," he told them. "You MOREPhilip Elmer-DeWitt - May 7, 2011 9:30 AM ET
Ten hours after registration opened for WWDC 2011, all 5,000 seats were taken
Media from around the world descend on Apple's Worldwide Developers Conference in San Francisco every June for a chance to see a Steve Jobs keynote and to find out what shiny new objects he has up his sleeve.
This year, however, according to several reporters with excellent sources within the company, there may be no shiny new objects. And MOREPhilip Elmer-DeWitt - Mar 29, 2011 7:18 AM ET
COO Tim Cook clears $68 million before taxes; CFO Peter Oppenheimer, $46 million
Apple's senior staff had a busy -- and profitable -- trading day Thursday.
More than a million restricted shares of Apple (AAPL) stock that seven of them were granted on Dec. 14, 2005 became fully vested Wednesday. The next day, with Apple opening at an all-time record high, four of them sold off all those shares pursuant, as the MOREPhilip Elmer-DeWitt - Mar 26, 2010 7:31 AM ET
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