With tech geeks the world over currently camped out the front of Apple stores awaiting the arrival of the company’s much-hyped X smartphone, arch-enemy Samsung has used a new campaign for its own Galaxy S8 handset to suggest the wait may not be worth it.

The Samsung ad debuted to US TV audiences yesterday and is basically a minute-long takedown of Apple’s 10-year history of its own iPhone. For starters, in 2007 the ad shows a long line for the Apple model, however, the queue is noticeably shorter by 2017!

Called “Growing Up”, the Samsung campaign is the work of Wieden + Kennedy Portland and even includes a very subtle dig at one of the features on Apple’s new X. We’ll let you watch the ad first and reveal the diss below.

Did you spot it? Well, you’d have to be a techy-Apple head to do so.

If you look at the guy, standing in the Apple queue, at the 52-second mark, his hair is shaped like the infamous “notch” at the top of the iPhone X screen. The notch has caused much mirth and ridicule since Apple unveiled images of the X in September. Samsung’s own Galaxy S8 boasts a full edge-to-edge display. You’d have to say it’s one-nil to Samsung for this one!