Though new iPhone launches aren't quite the spectacular events that they once were, they're still compelling enough to persuade consumers to get up early and wait in line so that they can be some of the first people to get their hands on Apple's latest and greatest.
And Samsung, ever a fan of guerrilla marketing, simply can't look at a Apple fans amassing in public and not do something about it. Which brings us to a bizarre and rather hilarious story.
Over at the Apple Store on Regent Street in London, Samsung marketers were walking around with signs touting pro-Samsung slogans in an effort to try and make it seem as if the prospective iPhone 6s buyers waiting in line were the ones championing the slogans.
Of course, it wouldn’t be an Apple launch without Samsung muscling in. A team of reps from the company paraded outside the Apple Store in a bid to promote the Galaxy S6 Edge+, adorning flags that said: "The itch to switch just got better."
What's more, there were also reports that Samsung marketing representatives were busy handing out pillows, water bottles and other types of goodies with the slogan "#NextisNew" emblazoned upon them.
While Samsung sometimes pulls off a homerun or two in the marketing department, this effort doesn't quite fit the bill.