In a move that redefines "imitation is the sincerest form of flattery," Samsung has released a new ad claiming that "Tim Cook" bought a Galaxy Z Fold 8. But before Apple fans fire off angry tweets, note that this isn't Apple's former CEO. It's "Tim Cook from Palmerston North" - a man who just happens to share the same name and bear a striking resemblance to the Apple executive. Because nothing says "cutting-edge tech" like a lookalike with a geographically specific name.

The ad, dropped right as Apple announced its iPhone Duo, mimics Apple's signature cinematic product launch videos. The faux Cook declares, "the future is here," presumably while not actually being the future of Apple. Samsung also threw a jab at the real Tim Cook by referencing his recently-updated profile picture. Subtlety? Never heard of her.

This is just the latest chapter in Samsung's long-running tradition of dunking on its biggest rival. Remember that ad from over a decade ago mocking iPhone fans who waited in lengthy lines for Apple's latest phone? Or the Galaxy Note 8 ad featuring that viral shot of a diehard Apple fan with a haircut matching the iPhone's notch? Samsung even did a whole series of "Ingenius" ads teasing Apple's Genius Bar tech support, with customers asking Apple Store employees if iPhones have various Samsung features, like a headphone jack or an included fast charger. Spoiler: they don't.

Not all of Samsung's ads are comedic, though. In 2024, the company responded to controversy around Apple's "Crush" iPad ad with a scene of a woman playing a damaged guitar on a recreation of Apple's set, featuring the tagline "Creativity cannot be crushed." Because nothing says creativity like a direct response ad.

The Samsung-Apple rivalry has even inspired spinoff ads from other companies. Microsoft once released an ad suggesting the two camps "kind of like fighting." Which is a bit like your friends saying they "kind of like" watching you argue about who has the better phone. The tech cold war continues, and apparently, so does the ad budget.