I know plenty of PC users who weren't put off by the Mac & PC ads. The characterization was completely different. In the Mac & PC ads, PC users weren't mocked.

I know plenty of PC users who weren't put off by the Mac & PC ads. The characterization was completely different. In the Mac & PC ads, PC users weren't mocked. The characters weren't Mac users and PC users, they were literally a Mac and a PC (the devices) personified. In this way, it's possible to positively identify with the ad as a PC user: "OMG, my PC has totally done that to me." I felt a tremendous amount of contempt in this Samsung ad: "Hey, idiot, check out our new phone." I really have a hard time feeling that Samsung, in any way, understands why I buy an iPhone, so how could they possibly build a device that I would appreciate?