Every once in a while a press release comes by that overflows with needless bullshit. Like this one from Samsung. The story is described in the headline above: The Galaxy S III is now available in several new colors. But that’s not good enough for a press release. Samsung just can’t say “Yo, the GSIII now comes in brown, red, black and grey.” You see, they have to tell a story. And boy did they spin up the PR machine for this one.
Here are some key excerpts from the press release.
Elegant, intelligent and stylish, the Samsung GALAXY S III is designed for humans and inspired by nature. This design ethos is brought to life through the new colour variants, which are all derived from man’s relationship with natural materials and perfectly compliment the handset’s organic experience.
We’ve heard that “made for humans, inspired by nature” bit before, but just wait. It gets better:
Amber Brown*: Inspired by the mysterious and unique gem, which was believed to sustain the secrets of the earth inside it. The deep, rich colour of Amber Brown redefines the classic colour and emphasizes the beauty of the advanced organic design of the GALAXY S III.
Sapphire Black*: A colour that adds the mysterious power of dark stones to the refined, deep sophistication of the colour black, Sapphire Black is inspired by the stones used by the ancient people of India and Persia for protection, with the belief they strengthened one’s willpower.
Titanium Grey*: Inspired by the colour grey as a symbol for intelligence, insight and curiosity, all of which are embodied within the design of the GALAXY S III. Titanium Grey expresses the feeling of modernity and wisdom bringing a futuristic element to the handset.
So yeah, while Apple might be able to sue Samsung for design infringement, their marketing is safe from Apple’s lawyers. No one is going to confuse Samsung’s latest marketing scheme with Apple’s.
Regarding the new colors, Samsung notes that model availability will vary between region and carrier. It fails to indicate which models are heading where.