I’d like everyone to note that when you visit the iPhone 3GS product page on Apple’s site, the only thing it bothers to compare itself to in the initial splash is other iPhones.
By comparison, the Motorola / Google Droid is defined entirely in opposition to the iPhone, down to the url: droiddoes.com (as in, iPhone doesn’t, Droid does.)
If your messaging is entirely defined by drawing attention to the other guy’s product, you have a fairly notable problem.
“Lexus! It’s not a BMW.” would also be a pretty crappy campaign, for those watching.
