By and large, phone-owners are a loyal bunch - for most of us, we're either team Android or team Apple and no amount of cajoling from advertisers or pals will make a difference.
However, it doesn't stop Samsung from trying. Continuing an ongoing theme, the tech company has used its latest advert to point out some of the iPhone's 'flaws' and it's pretty brilliant.
The advert stars with an iPhone 6-owning woman unable to access her travel pass to get on her flight. Once she boards the plane she can't watch any videos on her device and then there's an Uber mix-up because she can't open the app on her 'slow' phone.
To make matters even worse for her, everywhere she looks there are people holding fully-functioning Samsung devices.
Understandably pissed off, the woman heads to the Apple store where she's told the issue is down to the controversial performance management feature - or 'battery throttling', an issue which hit headlines last year - before she's advised: "You could just upgrade it."
After this we're shown a creepy fella with a weird haircut, holding a child with an equally weird haircut - which I think is supposed to be a dig at the notch on the iPhone X, but which just looks a bit Black Mirror - before we cut to our girl lying on a sofa, with her new Samsung, telling her mum she got an 'upgrade'.
This isn't the first time the South Korean tech giant has gone in on Apple. Last year they released a similar ad in which they ripped into the iPhone's lack of features, showing off the Samsung's stylus while taking the piss out of the headphone adapter.
In the end, the guy in the advert swerves a massive queue for the new iPhone and gets himself a Samsung.
Not to be left out of all the fun, Motorola (remember Motorola?) made its own sequel to the Samsung ad - sharing the video on YouTube, the company aimed a caption in Samsung's direction, posting: "We
loved your ad, but we think you forgot the ending."
Your move, Apple.