Samsung Electronics East Africa has found a unique way to brag about its latest lineup of devices and smart appliances, issuing a faux-serious “OFFICIAL APOLOGY” that is actually a thinly veiled, comprehensive list of product achievements.
The post, which circulated on social media, perfectly captures the confidence the company has in its recent innovations, essentially apologizing to users for having lives that are now “too smooth, smart & seamless.”
It’s a brilliant marketing move that lists key features for everything from the new Galaxy AI phones to their full suite of home appliances. The company claims the “apology” was necessitated because “some users are experiencing too much joy when using our products.”
The full list of things Samsung is ‘apologizing’ for
The ‘mea culpa’ from Samsung Electronics East Africa detailed six key areas where their technology is allegedly causing “too much joy,” which reads like the company’s current product roadmap:
- Galaxy AI is now too smart: The company claims its AI “is handling tasks so smoothly that you suddenly have more time to focus on what matters.” This is a direct reference to the suite of productivity features like Circle to Search and Live Translate.
- Vision AI makes TV nights non-negotiable: Apologizing for elevating picture and sound quality so well, implying that non-Samsung TV nights are now obsolete.
- SmartThings is connecting your home (maybe a little too well): Samsung cheekily suggests the seamless home connectivity is making devices work effortlessly for users.
- Galaxy devices are running faster: A simple, yet potent boast about the overall performance and speed of their smartphones, tablets, and wearables.
- Home AI appliances are thinking ahead: This covers the AI-powered fridges, washers, and other appliances that help plan meals, monitor groceries, and keep users engaged in the kitchen.
- Life might feel too worry-free: The apology concludes by highlighting the comprehensive 24-month warranty across phones, TVs, tablets, fridges, and washers, sweetened by the addition of Samsung Care+ for a one-time screen replacement in the first year.
In closing, Samsung Electronics East Africa stated: “We sincerely apologize for making life this smooth, smart & seamless.”
While it’s not a traditional advertisement, the “apology” campaign cleverly uses humor to communicate confidence in the ecosystem’s integration, from the pocket to the living room to the kitchen. For users in Kenya and the wider East African region, the campaign serves as a bold declaration that Samsung believes its products are simply performing too well.
