It didn’t take long for the trash talking to begin. Rivals including Microsoft, Nokia, Samsung and Motorola were quick to promote the capabilities of their own recently updated smartphones after Apple introduced two new iPhones on Tuesday.
Microsoft turned to Twitter to tout the massive 41 megapixel lens of Nokia’s Lumia 1020, that runs on the Windows Phone operating system, hammering the 8 megapixel camera on Apple’s new iPhone 5 phones:
Nokia chimed in with its own Tweet:
But the Finnish cell phone maker, whose hardware division Microsoft is in the midst of buying, went further with a backhanded compliment for Apple:
Its British counterparts posted this in reference to the champagne colored iPhone 5S:
Samsung already had been pushing its Next Big Thing hashtag (a loose reference to the way Apple has presented its products in the past), to promote its new Samsung Galaxy devices, including the Gear smartwatch.
Samsung chose to release a new short film on Tuesday to promote the its new Samsung Galaxy Note 3 to steal more attention away from Apple.
Even Motorola chimed in with its own dig, referring to Apple’s new fingerprint-based security feature on its iPhones.
The responses from the companies’ digital marketing teams are now a common part of the PR playbook during and after high-profile events that essentially took after this year’s Super Bowl when Oreo and Audi capitalized on social media platforms while a power outage paused the game.