Never one to miss an opportunity to stick it to Apple, Samsung has touted the toughness of its Galaxy Note 4 smartphone following cases of the iPhone 6 Plus bending in people's pockets.
Samsung already demoed how strong its forthcoming handset is by the use of a robotic bottom. Now it's gone one further and shown off a whole series of factory resilience tests to prove the Note 4 is hard as nails.
One sees the smartie dropped onto a metal floor at random angles from random heights. Another sees it tumbled inside a metal box to simulate a trip down the stairs.
In the drop test, the phone comes out unscathed while a ceramic coffee cup dropped from the same height shatters into pieces. The cup doesn't have 4G or Wi-Fi, either.
In one test, the S-Pen stylus falls out. But that's as close as we get to the Note 4 breaking.
Of course Samsung is going to show its products in their best light, so don't take this as scientific proof of the Note 4's hardness. It's interesting just how keen Samsung is to capitalise on Apple's perceived misfortune.
It's unlikely Apple is too phased. It said that only nine people had complained of the 5.5-inch iPhone 6 Plus bending. It didn't hurt sales either – the company shifted more than 10 million of its new iPhones in the opening weekend alone.
The Note 4 goes on sale on Friday.
Read more: Samsung Galaxy Note 4 pre-orders open up