Samsung releases S4 design vid, shows pretentiousness isn’t limited to Apple

You’re probably aware of the fact that Samsung’s just released its new flagship smartphone, the S4, to customers around the world. To go with the release it’s put together a video explaining the design concepts behind the phone.

Watch as Korean designers in sweaters and black-rimmed glasses explain that the S4 is at once “unlike anything you’ve ever seen before” and “not a radical difference, but more an evolution”. You can also see them reenact their search for the “perfect line” on the phone and catch a few sun-kissed vistas, the odd cityscape and a small child holding a balloon, all played out to an incredibly mellow soundtrack.

The main difference between this and similar design videos from Apple is that the Korean company appears willing to admit that its designers work in offices, unlike the infinite white spaces Apple’s employees appear to inhabit.