Samsung targets Apple iPad users with a withering ‘shade-dweller’ video from Down Under

SAMSUNG’S latest video mocking major rival Apple was filmed in Australia, with iPad users copping a blow for “choosing the dark path”.

SAMSUNG’S latest blow to Apple comes from Down Under.

The South Korean technology giant, locked in a smartphone and tablet war with Apple, has developed a reputation for creating withering, viral videos mocking Apple gadgets and their users.

Past targets have included the Apple iPhone’s battery, with power-hungry users branded “wall-huggers”, queues outside Apple Stores, and even the faltering video coverage of Apple’s launch events.

Samsung’s latest video targets Apple iPad users, branding them “shade-dwellers” too afraid to venture into sunlight as their tablet screens cannot be viewed in bright light.

Under cover ... A screenshot from Samsung's "shade-dweller" video promoting its Galaxy Tab S tablet.

The video, promoting Samsung’s Galaxy Tab S, sees iPad users hiding devices beneath jackets, cowering in shadows or, as the narrator notes, “lurking in dark corners” and “choosing the dark path”.

A Samsung Australia spokesperson confirmed the video was filmed in Brisbane’s central business district, though did not say if the video was designed for a global audience or if there would be more of its kind.

“With summer fast approaching, we wanted to communicate the benefits of the Galaxy Tab S adaptive display when used in sunlight,” the spokesman said.

“We continually seek to bring innovative features to life through relevant and impactful marketing.”

The dark path ... A screenshot from Samsung's "shade-dweller" video promoting its Galaxy Tab S tablet.

Samsung launched its first premium tablet in Australia on July 14, offering 8.4-inch and 10.5-inch models starting from $479.

But the company could soon face fresh competition from Apple, with rumours circling that the Cupertino-based company will reveal new iPads at an October 16 event on its campus.

Tablet sales have been lower in Australia this year, with 1.8 million sold in the first half of 2014, according to Telsyte, down 28 per cent.

Google-based tablets also outsold their Apple rivals by just one per cent between January and June, with 47 per cent and 46 per cent of the market respectively.