The advert tells the tale of Erik, who’s purchased every iPhone since its launch in 2007. With the tagline 'Upgrade to Galaxy', the advert exposes the generational flaws of each Apple device, while highlighting the brilliance of his girlfriend’s Samsung, all leading up to a late-20-something Erik buying his first Galaxy phone.

Samsung has waged a war of comparative advertising since 2012, when it first unveiled its 'The Next Big Thing is Already Here' campaign, and it has aggressively foregrounded Apple’s shortcomings in multiple adverts. Just as Apple was once the challenger brand – whether comparing itself to IBM or Microsoft – its products have become the status quo, leaving it open to digs like these. But can Samsung really be considered a challenger in its own right? Not really. While the company has had to battle hard on the American front in a battle of perception, in terms of hard numbers, it has long had a larger share of the global smartphone market. And as of 2017, it’s knocked Apple off the number one perch in the US too.

With this in mind, the ‘Upgrade to Galaxy’ ad suggests the tech giant is changing tact. By making the narrative about the user's journey – rather than the battle between the two tech giants – it recognises how overly assertive advertising is putting people off, instead showing how a Samsung phone slots into people's life stages, making things easier along the way. Just as Erik has grown up, Samsung is demonstrating that it has as well.

Matt McEvoy is deputy editor at Canvas8, which specialises in behavioural insights and consumer research. In a former life, he was a journalist working in the sports, music and lifestyle fields. He enjoys romantic poetry and long walks in the park.