Over the last day or so a Samsung video has emerged that pokes fun at Apple and its customers.
It shows a bunch of people waiting in line outside a shop to buy a new mobile phone. To pass the time, they discuss the phone's exciting new features, like a connector that's 'all digital' and 'the coolest adaptors'.
The ad is clearly aimed at Apple, the tone is of friendly mockery, and it makes some good points. Many new iPhone features have been standard on Samsung phones for some time.
But around a minute in, one member of the queue reveals that - shock, horror! - he's not there to buy a phone himself. He's just saving a spot for his parents.
"Thanks for holding our spot," says his coffee-cup-clutching mum, while a bearded, grey-haired chap (dad, presumably) looks on with a benevolent smile.
The implication is clear: the iPhone is for oldsters. If you're hip, with it and under 30, a Samsung phone is way cooler.
Just a bit of lighthearted fun, or casual ageism? I can't quite decide, but in this day and age it seems patronising to suggest older people are behind the times with technology and have a tendency to make poor purchasing decisions.
We've mentioned before how research shows the stereotypical view of older computer users isn't very fair or accurate. Yet in the process of having a dig at its biggest rival, isn't Samsung needlessly reinforcing those stereotypes?