---
id: "entity-apple-d124"
type: "entity"
entityType: "organization"
canonicalName: "Apple"
aliases: []
source_timestamps: ["§ The Power of Rivalry Narratives"]
tags: ["brands", "case-study"]
related: ["entity-samsung"]
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-124-good-rivalry-brand"
sourceUrl: "https://hbr.org/2025/08/a-good-rivalry-can-elevate-your-brand"
sourceTitle: "A Good Rivalry Can Elevate Your Brand"
---
# Apple

U.S. technology company; the **true rival** to [[entity-samsung|Samsung]] in the smartphone market, and the primary target for Samsung's rivalry-based marketing narratives. A canonical smartphone-category example of [[concept-true-rivalry]].