Today's Above Avalon stories:

Samsung Shifting Smartphone Strategies
Recent Apple Advertising Buzz

We begin today's email by taking a closer look at Samsung's latest strategy of competing on price to win back market share in the smartphone market. After setting the stage for why Samsung is looking to change strategies, we discuss the most likely outcome in the U.S., China and India. We then discuss Apple advertising, taking a closer look at two recent ads starring Taylor Swift and the Cookie Monster. While Apple's advertising is still a work in progress, one of the ads likely contains clues as to where Apple is headed in terms of refining its product messaging.

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