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Verizon starts anti "iDevice" campaign, vows Palm Pre

updated 02:50 pm EDT, Sat October 17, 2009

Verizon ad campaign to attack Apple

Verizon today sent signals that it's about to launch an aggressive campaign against Apple through a combination of marketing and devices. A leaked note regarding an upcoming ad series, nicknamed "iDoesn't," specifically targets the "iDevice" and will allegedly focus on all the features the iPhone doesn't have. The details Engadget sees are vague regarding the ads themselves but do mention that Verizon will keep branding to a minimum.

The first of the ads is due to play during the imminent Angels/Yankees baseball game, which begins at 8PM Eastern this evening, but should see heavy airplay during NFL games on Sunday and is likely to continue past that point. It promises that "big things" will come in November to take advantage of the campaign.

It's likely that the campaign is meant to steer customers towards a wave of major smartphone introductions at Verizon that will include the BlackBerry Storm2, the Android-based HTC Desire and the already publicized HTC Omnia II. All three are running smartphone platforms that have similar features to iPhones, but with multitasking and typically less restricted app catalogs. Verizon has stressed that its approach to Android won't overly limit apps and should allow Google Voice among other software Apple and AT&T have sometimes sought to ban on the iPhone.

Verizon has had a relatively poor history of marketing against Apple and on the iPhone's June 2007 launch day chiefly reiterated its variety of phones rather than any one "halo" device to lure users. The original BlackBerry Storm was also trumpeted as an iPhone rival one year ago but, aside from an initial rush of buyers, has sold relatively slowly since October 2008.

Alongside the existing smartphone push, Verizon on Friday also reiterated in a Twitter update that it plans to carry the Palm Pre "early next year." The company has in the past publicly expressed a desire to carry the multi-touch webOS phone once Sprint's US exclusive ends but until today hasn't publicly committed itself to the smartphone until now. It's so far assumed to be a functionally identical version but hasn't received more definitive release details.

By Electronista Staff


  1. DanielSw

    Fresh-Faced Recruit

    Joined: Aug 2009



    Guess we'll have Verizon and their phones to thank for field testing "multi-tasking" for us. But if they get a lot of complaints about short battery life, we'll know why, huh.

    This also makes me wonder if this brilliant "anti-iPhone" strategy says anything about the true likelihood of Verizon picking up the iPhone.

    I don't see how that would work well if they really lean into this "clever" marketing strategy.

  1. SlimGem

    Fresh-Faced Recruit

    Joined: Jul 2008



    Well, so much for the 'iTablet' on Verizon. I guess they figure the negativity ploy will work for them, like it has for Apple's Mac/PC commercials.

  1. JuanGuapo

    Fresh-Faced Recruit

    Joined: Jan 2008



    If Apple offered the iPhone to Verizon, they'd probably go as far as to drop Blackberry to get it.

    Verizon has far better coverage and debatably faster speed than AT&T, but AT&T has the iPhone and people will put up w/ dropped calls and spotty coverage to keep their iFart app. While I loathe AT&T's 3G network, I wouldn't leave for VZW unless the iPhone was exclusive to them. Why? Past experience. I've yet to have any billing and/or customer service problems w/ AT&T, that is more than I can say for VZW at the moment.

  1. Hurley42

    Fresh-Faced Recruit

    Joined: May 2008


    Will never go back to Verizon

    I would never drop my AT&T service just to go back to Verizon. A few years ago I had a phone that could take photos and had the technical ability to connect to my computer to copy the photos to my hard drive, but Verizon purposely disabled the connection to the computer so they could charge me 25 cents for each photo to have it emailed from my phone to my computer. s**** me once, shame on me. I won't let them s**** me twice.

  1. slider

    Mac Elite

    Joined: Oct 1999


    Better Hurry Up

    And get their shots in as soon as they can. Before June that is. I hope they spend a boat load and then have to stop airing :)

    Lets not forget, Apple approached Verizon first, but as anyone who has used Verizon knows, they didn't like the terms Apple was asking for and likely wanted to cripple most of the phones features.

    Here's something else, a couple of months back I was playing around with Shazam (free). A friend of mine, on Verizon, looked to see if he could get the app for his blackberry. He could, but had to pay something like 2.99 and (not total sure about this part), but I think he had to pay some kind of monthly fee to use it. iDon't think so!

  1. rjdude

    Fresh-Faced Recruit

    Joined: Apr 2009


    There's an App for that...

    and it's on the iPhone!

  1. cartoonspin

    Fresh-Faced Recruit

    Joined: Sep 2003



    I would never go back to Verizon. There service was better, but they made me pay every month when they overbilled me consistently and would take up to 3 months to credit me, but I had to pay the bill on time. When my contract was up I waited one week past the date and cancelled. They still billed me $175 termination fee per phone. It took 4 months to fix that.

    I don't care what they say, their business practices are illegal.

  1. Gazoobee

    Forum Regular

    Joined: Feb 2009


    really bad idea

    iPhone is on the verge of going multi-carrier and Verizon decides to pointedly insult Apple just beforehand?

    Wow. Marketing genius.

    Besides when it comes to consumer purchases, the only phone that's "got" anything that the iPhone doesn't have is the Pre. If Apple simply added an integrated contact manager, backgrounding or some kind and better notifications, there would be nothing left that it "can't do" that the others can.

  1. joecab

    Fresh-Faced Recruit

    Joined: Apr 2004


    Verizon can still cut a deal with them

    Oh please. We see political candidates for the same party throw accusations at each other, then after the clear winner emerges they start sucking up and one often even runs alongside his former combatant. h***, you should hear the stuff Biden used to say about President Obama.

    Apple can be heartless when an ally misbehaves, but unless something is actually already signed between them and Verizon, let 'em have a field day. Heck, if it gains enough attention and traction, Apple's hand might be forced a bit more in iPhone users' favor. I love my iPhone, but we probably won;t be getting Google Voice out of the goodness of Apple's heart.

  1. iphonerulez

    Dedicated MacNNer

    Joined: Nov 2008


    These companies just don't understand

    what really makes the iPhone as popular as it is. They keep thinking that all they have to do is slap on more features and build on better hardware and people are going to say, "Wow! I'm gonna buy it."

    The majority of the people I know that bought iPhones don't even care about abundance of features, multi-tasking or pay much attention to how many megapixels the camera has. What they're happy about is that the iPhone is simple to use for the simple things they need to do with it (like syncing contacts and music). They can run down to the Apple store and get help or even get a replacement without much of a hassle. They claim they can give their little kids the iPhone and the kids easily figure out how to use it and enjoy playing the free games they can download. The users I know are really just not tech-savvy enough to wade through complicated UIs.

    I'm only saying if hardware sold smartphones than I would have figured the N97 or the Xperia I or II would have been the reigning smartphones long ago. I honestly have to see how these 1 GHz Snapdragon smartphones are going to manage battery life. I guess they have to use OLED displays on those devices to conserve battery life. Hopefully Apple is going to take advantage of P.A. Semi's expertise to do something different to give them an edge that will be hard to copy.

    Verizon had first shot at the iPhone and they blew it so now they want revenge. That funny "There's a MAP for that" commercial is such a blatant rip-off showing they can't even come up with something original.

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