With the release of the iPhone X last week, iPhone season is officially coming to a close. This year was arguably the most exciting iPhone release to date, due to Apple’s secretive production and announcement of three entirely new phones instead of just the anticipated 7s and new 8. Apple has released a new phone each year since its first release in 2007.

If you’re among the Apple fanatics who buy the newest phone each year, own a Macbook, iMac, and an iPad (along with the original iPod Nano), you may be surprised to hear that, no matter what you may think, Apple technically isn’t actually the best.

At around the same time as the iPhone X release, Samsung had a special release of their own: a new commercial, bashing its competitors and their newest smartphone. The commercial, entitled “Growing Up”, shows a boy as he grows into a man. It begins in 2007, the year the first iPhone was released, and follows him through all of his iPhone purchases through the years. He grows more and more envious of his friends with Samsung phones until he finally gets one of his own, just before the release of the iPhone X. He walks past the iPhone release line he used to stand in and seems pretty content with his new Galaxy.

When I first saw this commercial, I thought it was incredible. The more I watched and thought about it, however, the more I realized how pathetic it is.

Here’s what Apple has that Samsung doesn’t: confidence. Since day one, Apple has released advertisements that talk about how great their own phone is without talking about Samsung or Google. Google seems to find this commendable, judging by their new ad campaign for the Pixel 2 called “Ask More of Your Phone”, which talks about all of the things their phone does without feeling the need to talk about their competitors.

If Samsung holds their position as the number one smartphone company because they aren’t Apple, okay. But keep a close eye on the companies who are close behind simply because they are who they are and make a product people love.

Whatever strokes your ego, Samsung. Even if you have to stroke it yourself, I guess.