Samsung Launches New 'Screen Envy' Anti-iPhone Ad

Over the past several weeks, Samsung has released three different ads pitting its Galaxy S5 and its Galaxy Tab S against Apple's iPhone and iPad. Now the company is back today with a new anti-iPhone ad that highlights the Galaxy S5 as having the "screen your friends wish they had."

The spot depicts an iPhone user sitting next to a Samsung user, with the two discussing the rumored larger screen of the upcoming iPhone 6. "iPhone might be getting a bigger screen," the iPhone owner tells his S5-toting friend. "That hasn't happened yet?" the friend replies as the two go on to compare their phones.

You know that thing you've been waiting on for like two years and how it's supposed to be awesome and how it's going to blow your mind? Well, it's been here this whole time. But maybe you just like waiting.

Immediate gratification is an advertising tactic Samsung has used before, with its new ad harkening back to its well-known 2011 commercial series that depicted iPhone owners waiting in long lines for new iPhones while enviously eyeing Samsung devices. The ad also includes Samsung's tagline "The Next Big Thing is Here," which reportedly infuriated Apple in the past.

The company's Galaxy S5, introduced in back in February, includes a 5.1-inch display, but Samsung devices have had larger-sized screens for several years running. Apple is planning to address growing consumer demand for bigger displays with the iPhone 6, introducing two new models with 4.7 and 5.5-inch screens. The 4.7-inch iPhone 6 is set to launch in September, while the larger 5.5-inch version may come somewhat later in 2014 or early 2015.