Mob tells iPhone fans to 'Wake up'

Protest outside Apple Store in Australia is disavowed by Samsung

Samsung's displeasure with Apple can be found in courtrooms around the world, in the mockery of iPhone users in its advertising and this week it spilled into the streets.

Outside an Apple Store in Sydney, Australia, on Thursday afternoon a black bus with the words "WAKE UP" emblazoned on the side pulled up and a gang of some 50 protesters dressed in black poured out brandishing professionally-made signs bearing the Wake Up slogan in white letters on a black background. They converged on the store and began chanting to the startled faces behind its glass walls, "Wake Up! Wake Up!"

Wake Up is a catch line in a Samsung campaign to promote its Galaxy S III Android phone, which is expected to be launched in London next week. In recent video teases for the new phone, Samsung has also implicitly compared iPhone users to conforming sheep.

Samsung denied Friday that it had anything to do with the event, which is being characterized by some media outlets as a flash mob. That seems to be a stretch, since the event appeared to be professionally orchestrated and lacked the spontaneity typically associated with flash mobs.

So far, whoever was responsible for the event isn't stepping forward. Some reports have connected Tongue, a local Australian ad company, to the event. A number of billboards with the Wake Up slogan have been sponsored by that agency which is behind a campaign to promote the S III in Australia.

Samsung's court battles with Apple over who is stepping on whose patents have been well publicized. Recently, though, it appeared the companies might be ready to sit down and settle their differences, albeit at the order of a federal court judge.

Those talks, though, haven't softened the rhetoric between the two firms. This week's protest in Sydney­‑whether Samsung was directly involved in it or not -- and the ads jabbing Apple in the run up to the Galaxy S III show that.

Even Apple's CEO Tim Cook, not known for his volatility, expressed irritation at the behavior of Samsung and others at an earnings event held by the company this week. "I've always hated litigation, and I continue to hate it," he told analysts at the event. "We just want people to invent their own stuff."

Follow freelance technology writer John P. Mello Jr. and Today@PCWorld on Twitter.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John P. Mello Jr.

PC World (US online)
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?