Google has thrown the ultimate shade at rival Apple with a billboard that rips into the fact that the iPhone X is, well, a rip-off.

Google launched its new midrange phones, Pixel 3a and 3a XL for half the price of its flagship product while still retaining the same quality Pixels are known for.

In launching its new products, Google didn’t miss the chance to roast its competitors by creating an ad campaign that compared the fictional ‘Phone X’ for US$999 to the Pixel 3a at US$399.

While Google didn’t explicitly call out Apple’s iPhone X, it’s pretty clear the iPhone X is the butt of the joke.

The ad highlights how Google’s Pixel 3a takes superior photos in the dark compared to its competitors.  Basically, Google wants consumers to believe its 3a is just as good, if not better than an iPhone that costs more than twice as much.

And we have to admit, it’s a pretty good roast.

Google isn’t the first smartphone to rip on its competitor. Last week, B&T reported on Chinese tech giant Huawei’s passive-aggressive advertising tactic noticed at a Brisbane shopping centre.

The tech giant’s latest ad for its P30 Pro was seen hanging directly above a store leased by its Korean rival Samsung.

Samsung created a fancy flagship store.
Huawei just bought a giant ad over it.
Damn. pic.twitter.com/yYEfw4aVu5

— Jen Dudley-Nicholson (@jendudley) May 4, 2019