A recent report illustrated how Apple marketing chief Phil Schiller was bothered by Samsung’s marketing campaign targeting Apple, and newly released January 2013 emails show the back-and-forth between Schiller and Apple ad agency TBWA/Media Arts Lab. These emails, posted by Business Insider, follow Schiller’s email to the agency noting that Apple had “a lot of work to do” in response to an article titled “Has Apple lost its cool to Samsung?” The agency responded at length with thoughts on how to fix the “chilling negative narrative,” including needing more freedom — even comparing the situation to Apple’s predicament in 1997, as well as suggesting than the company hold an emergency executive meeting akin to one Steve Jobs held during Antennagate. Schiller was “shocked” by the response, writing that Apple placed no limits on the agency, and take the agency to task for its 1997 comparison.
“This is not 1997,” Schiller wrote. “Nothing like it in any way. In 1997 Apple had no products to market. We had a company making so little money that we were 6 months from out of business.” The agency apologized via email. In another email days later, Schiller wrote that while iPad advertising improved, iPhone advertising was “not good,” especially compared to a recent Samsung ad at the time.