Samsung calls bollocks on Apple’s new ‘innovations’

Samsung has successfully take the fight directly to Apple—and the fans willing to line up for their new toys—with The Next Big Thing is Already Here campaign. And after Apple launched the iPhone 6 and iPhone 6 Plus, as well as the Apple Watch this week, it’s continued the ribbing with a series of ads that show a couple of ‘geniuses’ discussing the new ‘innovations’. 

In the clips, they make fun of everything from Apple’s bigger screens (something Steve Jobs was never too keen on), to the lack of a Pen, to the shonky live stream of the event. 

Of course, when you’re the top dog, you’ll be nibbled at from all sides. Microsoft has also been joining in the fun recently, with an ad for its Windows phones making fun of both companies and a comparative campaign showcasing its Cortana voice recognition system.