Tech giant Samsung has given Apple not one but six doses of its own medicine, launching a set of parody advertisements aimed at new iProducts.
Apple, a company unafraid of attack ads, was taunted for either just catching up or still lagging behind with this week's launch of two iPhone 6 models and the Apple Watch.
The Samsung YouTube advertisements portray the mishaps of two "genius" employees in an Apple-like store.
They struggle with poor battery life, complain about their phones' lack of a stylus and become deflated by the announcement of a bigger screen.
One ad pokes fun at the Apple launch and its livestreaming glitches.
"You can't handle a livestream?" one employee asks the other. "This is unbelievable. I don't know what your problem is. You work in technology, you can't handle this?"
The ads come on top of a Samsung tweet that used the words of Apple founder Steve Jobs against the company.
" 'No one is going to buy a big phone.' Guess who surprised themselves and changed their minds," it read.
Chris Matyszczyk, a US technology blogger and advertising director, said mocking Apple was part of a successful strategy for Samsung.
But he said the parody ads, released by Samsung's Korean arm, fell down in their "lack of wit".
"Strategy is one thing, execution is another," he said.
Matyszczyk expected the company's US advertising department would soon launch funnier take-downs.
"And if the Apple Watch is not successful, then rivals will really attempt to make hay out of that."
Samsung's latest salvo follows this year's "Don't be a wall hugger" campaign, which depicted Apple users sitting on the ground, tethered to wall sockets as they constantly charge their devices.
Another campaign, launched two years ago, cast Apple as the conservative brand of choice for the parents of Samsung owners.
Apple, now the behemoth of the tech sector, has not stooped to retaliate.
It is a far cry from 30 years ago, when an Apple Superbowl commercial compared IBM market dominance to the kind of totalitarian control described in a George Orwell novel.
"On January 24th, Apple will introduce Macintosh. And you'll see why 1984 won't be like 1984," the company promised.
Then, in the 2000s, Apple created its "I'm a Mac - and I'm a PC" series in which computers are given human form.
PC is played by a daddish character in a brown suit and tie, while Mac is a hoodie-wearing twentysomething played by actor Justin Long.
Last year, a neglected Nokia exploited the Samsung-Apple feud with its "Don't Fight" campaign.
"Do you think if they knew about the Nokia Lumia they'd stop fighting all the time," one character asks in an ad about warring customers.
"I don't know," another replies. "I think they kind of like fighting."
