Nokia goes after Apple's iPhone 5 camera in new ad

A few weeks back, Apple released an advertisement that states that the iPhone 5 is the most used camera in the world. The commercial tugged at the heartstrings of the consumer and highlighted moments that were captured by the camera on the phone.

But, not to be outdone as Nokia has been building the best camera phones on the market, they created their own ad-spot that shows that the Lumia 925 is better than that of the iPhone 5 with side-by-side images of the two devices capturing the same moment.

As you would expect, considering that the Lumia 925 is considerably newer than the iPhone 5, it bests the iPhone 5 on every shot and Nokia takes a stab at Apple saying that they prefer quality, not quantity.

The ad spot is 1m 21s long so it does not appear that this one will be headed to the big screen in your living-room but it still could pop-up online.

Source: YouTube

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Playing with the Nokia 925 the other day comparing it to the iPhone 5 and the GS4. The Nokia really does have a nice camera. Too bad the ecosystem is no match for iOS or Android.

It's a good phone, everyone I know who has tried a Lumia, has stated that they liked it or have gone on to buy one. There just seems to be like a stigma surrounding windows phone.

It's not just a stigma. There is also a lot of limitations. They lack the good apps people are used to if they are coming from Android or iOS. Windows Phone is good for a person who has never had Android or iOS and/or it's there first smartphone.

I am fan of the Nokia device cameras, and I think that a point-and-shoot quality camera in a phone is a good idea as people don't always have a dedicated device with them fun shots or grabbing a picture of a document, etc.

However, Nokia and Microsoft need to do more work demonstrating WP being a better experience for users for traditional use. Even going back to the Windows Phone 'faster' challenges, at least Microsoft was making a point that WP was fast and designed to access and share information easier.

As iOS and Android have added more of the WP7/8 sharing integration features, Microsoft needs to hit again with the things missing on iOS and Android. They need to showcase the aggregation and access to information, the fluidity of working with multiple Apps, or even hit with stability and security. WP still has advantages, and nobody is talking about them, and none of the marketing even gets close to them.

I did not buy the iphone for the camera. It offers much more than that. Nokia on the other hand seems to be infatuated with the camera in the phone rather than the actual functionality. It seems stupid to compare its latest phone with the iPhone 5 which is 1 year old.

That is what I don't understand either. Are they expecting everyone to leave their iPhone because the camera is better? Go to plan B Nokia!

spenumatsa said,
I did not buy the iphone for the camera. It offers much more than that. Nokia on the other hand seems to be infatuated with the camera in the phone rather than the actual functionality. It seems stupid to compare its latest phone with the iPhone 5 which is 1 year old.

However, you have to long beyond what you are using it for. When smartphones was first introduced, it was more about keeping up with your calendar and email, and are used mainly by business people and geeks. Look at it now, the smartphone is splitting the numbers on picture taken by point and shoot camera thanks to consumers. In 2011, NPD Group found that 27% of pictures were taken by smartphones, 44 % by point and shoot. I am sure that the number has more than doubled by now.

So is Nokia wrong about what they are targeting on this ad. Not really. It is what differentiate them from Samsung and Apple. People uses their smartphone for social media, and part of that social media is taking pictures and showing it to your friends and family.

By the way, the Nokia Lumia 925 still uses the same camera as the Lumia 920. The only difference is, it has an additional lens. So basically, you can still compare the 925 and iPhone 5 when it comes to picture taking.

If you read the article, they released this ad to target the one that Apple released. Maybe some people don't buy the iphone for the camera however, that's somewhat contrary to what Apple believe considering they released the advert in the first place.

Apple are targeting the people who may want the iphone for the camera, so Nokia is just producing a counter-point to that which I think works quite well.

However, the section of the little girl photographing her toys under the bed, the images state no flash, so what was the flash on the video? It goes off at the same time as the camera shutter noise, though I'm suspecting that might be simulated.

Looking forward to the 1020, just hope it doesn't cost too much in the UK

Munroe said,

However, the section of the little girl photographing her toys under the bed, the images state no flash, so what was the flash on the video? It goes off at the same time as the camera shutter noise, though I'm suspecting that might be simulated.

Munroe, the flash before the shot is focus assist. It is on by default.

I really don't get the point of these ads. Yes the camera is better than the camera on my iPhone 5. But I did not buy the iPhone for the damn camera. Millions who have bought the iPhone could care less about the freaking camera. I believe Nokia should attack the iPhone from a different angle.

ThreadAbort said,
What did you buy it for then vs. an Android/WP8 phone? My guess would be applications. But, I've found that is not so important to me.
Hey ThreadAbort,

I stay with my iPhone because of its superb ecosystem. My MacBook Air, iPad, and iMac flow so beautifully together. Secondly, all of my colleagues, friends and family use apps that aren't available on Windows 8.

JHBrown said,
I really don't get the point of these ads. Yes the camera is better than the camera on my iPhone 5. But I did not buy the iPhone for the damn camera. Millions who have bought the iPhone could care less about the freaking camera. I believe Nokia should attack the iPhone from a different angle.

"Millions who have bought the iPhone could care less about the freaking camera."
Apple is the one who started advertising that more photos are taken on the iPhone than any other phone.

Kunal Nanda said,

"Millions who have bought the iPhone could care less about the freaking camera."
Apple is the one who started advertising that more photos are taken on the iPhone than any other phone.

That is correct, but they don't advertise as having the best camera. People don't buy iPhones for the camera.

JHBrown said,
I stay with my iPhone because of its superb ecosystem. My MacBook Air, iPad, and iMac flow so beautifully together. Secondly, all of my colleagues, friends and family use apps that aren't available on Windows 8.

OK so you're an iDrone. You would expect Apple's iThis and iThat to work all together.
For the rest of us who value our computer bang-for-the-buck and aren't a slave to iTunes & all value other devices.
Millions have bought the iPhone simply because it's a fashion statement and aren't aware there are many devices that function better and do it cheaper. They literally think the iPhone is the only phone that can do certain things: iGnorance is bliss.

It's a shame the only thing they advertise is a better camera,

How about trying to claw some market share away from apple? Let's see some of the windows 8 features in action. Marketing is almost non existent, so much so, that if I'm brutally honest, without me trawling the tech sites, I couldn't tell you why windows 8 is better than either ios or Android. If I don't know, what chance has joe public got.

People want more than just a camera, especially as (hopefuly) the iPhone 5s and Nexus 5 will get camera upgrades. Maybe not as good as the Nokias, but probably enough for most people.

glen8 said,

People want more than just a camera, especially as (hopefuly) the iPhone 5s and Nexus 5 will get camera upgrades. Maybe not as good as the Nokias, but probably enough for most people.

People don't really care too much about the camera, anything that takes pictures big enough to fit the width of their Facebook page (around 700px) is enough, and of course... the biggest advantage over Nokia and Windows Phone devices, is having an official Instagram app.

With Instagram, it doesn't matter how poor your camera is, you can make it look great every time /s

But the good thing is that they have Instagram Apps that are not officially but most certainly be better than the official one on any system:)

I agree, but I do think the camera has become the most important aspect of phones. It is really the only big differentiating factor these days.

It is a better camera, no question asked. The only problem iPhone 5S is coming in a month so Nokia might need to rethink their future marketing.

All they'd really have to do is re-run the ad with the 1020, and we'll be back in the same boat.

And that's making the assumption that the picture quality of photos taken with the iPhone 5S or iPhone 6's camera will actually be better looking than ones taken with the 925 today, which isn't known yet, really. We know there's rumors of a better 12MP shooter and a better "night mode" in the 5S and 6, and if so, that's good for iPhone users. It doesn't mean their pictures will ultimately come out better, though. Making another assumption that the iPhone 5S/6 will have better quality photos than a 925 takes today, the 1020 will still likely be the king, and a 1020 ad with the same basic flow could be run instead, with the same message.

littleneutrino said,
its sad but the only thing i took from that advertisement is that I have been pronouncing Nokia wrong my entire life.

Well, you are American, so you get a pass. It's the same story with Jaguar, Nissan, and Hyundai, just to name a few. Especially Hyundai.

Its weird seeing Americans pronounce it like I see it pronounced in the UK, I've only ever seen Americans pronouncing it No-Kia.

McKay said,
Its weird seeing Americans pronounce it like I see it pronounced in the UK, I've only ever seen Americans pronouncing it No-Kia.

Yep. Americans are generally better at pronouncing Asian words than the UK, which does so laughably. The UK is generally better at pronouncing words from European languages while Americans do so laughably.

McKay said,
Its weird seeing Americans pronounce it like I see it pronounced in the UK, I've only ever seen Americans pronouncing it No-Kia.

This. Always pronounced it as "no-Kia" not "knock-Kia"

james.faction said,
Nokia is a European word. They are a Finland company. Not Asian.

Trust an American to be clueless about geography outside America...


If this is a reply to me, then your reading comprehension is just terrible. But trust a European to embrace being laughably wrong just to have an excuse to mock an American.

That is actually a really decent approach. Many people I know who have iPhones literally think that it has the best camera on the market.