There are two types of Apple users out there: those who will blindly buy anything with an Apple logo stamped on it without question, and those who are all too aware of its pitfalls and shortcomings but are simply in too deep to stop.
Rival Samsung's brutal new advert is aimed towards the latter, but no matter which camp you're in, you can't deny that it's bang on the money. In fact, for diehard Apple fanatics, it's pretty close to the bone.
CHECK OUT THE SAVAGE VID
The witty ad pokes fun at iPhone customers' 10 years of devotion to a product that Samsung was arguably doing better the whole time.
It follows a young man's decade-long journey from queuing up for the first ever iPhone, right through to the queue for the new iPhone X, only this time he opts for a Samsung Galaxy and saves himself from joining the line.
Along the way, the ad makes fun of the iPhone's lack of features while pointing out all the things Samsung does better.
There's even a dig at one of the iPhone X's most recognisable features, imitated by one Apple customer's haircut in the line for the new handset.
The 'notch' on the new iPhone X makes room for the camera, speaker and sensors, but its main rivals don't seem to need one and boast 'infinity' screens instead.
There are also references to Samsung being the first to waterproof its handsets, the iPhone's lack of a stylus, its inferior battery and, of course, the headphone adapter.
In one scene, the young Apple fan falls into a lake with his girlfriend. When they emerge, her phone is working perfectly, but his is broken.
In another, he enters his would-be girlfriend's number into his phone using the keypad, while she hands him hers to write it down using the stylus. Much easier.
All in all, a quality advert, but say what you want, at least the iPhone never had an issue with spontaneously combusting.