Internal Apple docs show advertising, growth concerns

|By:, SA News Editor

"I watched the Samsung (SSNLF) pre-superbowl ad that launched today. It’s pretty good and I can’t help but think ‘these guys are feeling it’ ... while we struggle to nail a compelling brief on iPhone. That’s sad because we have much better products," wrote Apple (AAPL -1.5%) marketing chief Phil Schiller in a 2013 e-mail to ad agency Media Arts unearthed during the latest Apple-Samsung trial.

In another e-mail, Schiller asked Tim Cook if Apple should consider finding a new agency. Media Arts saw the exec behind Apple's panned "Genius" ad campaign resign in 2012. Nonetheless, it remains Apple's ad agency today.

Interbrand estimates Apple's brand was worth $98.3B in 2013, +28% Y/Y and #1 globally. Samsung's brand was given a $39.6B valuation, +20% Y/Y and #8.

"Consumers want what we don't have," reads the title of a 2013 internal slide noting all of the smartphone industry's 2012 unit growth came from devices featuring sub-$300 unsubsidized prices and/or 4"+ screens. Apple is widely expected to launch two 4.5"+ iPhones, but there are no signs it plans to sacrifice its margins and $600+ iPhone ASP by going after the sub-$300 segment.

An Apple slide containing an Android logo states "competitors have drastically improved their hardware," and are "spending 'obscene' amounts of money" on ads and carrier/channel promotion. It also states carriers "have strong interest" in capping iPhone sales due to their steep subsidies and Apple's policies, among other factors.