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Samsung 'sent secret video crew to Apple iPhone 5S launch in New York'

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Samsung reportedly sent a clandestine video crew to capture footage of the iPhone 5S launch at Apple's flagship store in Manhattan.

The team documented the scene and interviewed the media personnel in attendance in a bid to help the company understand why the unveiling of new Apple products generates such hype, according to CNET.

The first two customers in the queue Norman Hicks, left, and Jesse Green, aged 15, high-five each other just before being allowed to enter the Apple Store in Covent Garden

© PA Images / Matt Dunham/AP

The first two successful iPhone 5S customers



"Other companies release new phones, but there's not as much passion and heat," said an unnamed producer from Samsung Broadcasting Centre/Cheil Worldwide. "It's only Apple. Why? We're curious."

The video team asked questions including "Is the line shorter or longer this year than last?" and "Is the crowd more excited or less than previous years?"

The crew was affiliated with Samsung's broadcasting division - rather than its electronics arm - which usually produces corporate videos for internal usage.

Customers purchasing the new iPhone 5S and 5C in Berlin, Germany

© Rex Features / Action Press

Customers purchasing the new iPhone 5S and 5C



However, a Cheil executive has insisted that the filming was conducted informally, and has nothing to do with Samsung Electronics or its business interests.

"It's not that they documented the scene for a specific purpose - rather, they just took casual shots out of curiosity," said the spokesperson. "Their visit to the Fifth Avenue store in Manhattan had nothing to do with Samsung Electronics or its business."

Apple released the iPhone 5S alongside the plastic-bodied iPhone 5C on September 20, with both devices pulling in combined sales of 9 million units within three days.

> Read Digital Spy's review of the iPhone 5S

Watch Digital Spy meeting some of the UK's first iPhone 5S owners on launch day:


iPhone 5S and 5C release day in pictures - photo gallery:

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