Samsung has a reputation for following in Apple’s footsteps, and it has even been sued for copying some of the earlier iPhone models. But that doesn’t prevent the company from mocking its biggest rival whenever it can. Here’s why Samsung does it.

Over the years, Samsung has rolled out a growing list of TV ads that mock Apple and its users, such as the “Fanboy” and “Wall Hugger” spots that highlighted iPhone’s seemingly bad battery life, and those who line up for one on launch day.

According to Younghee Lee, the company’s marketing executive, the ads are just the right thing to do.

“We always relentlessly pursue what we think is right in technology. Our communications program is no different. If we think it is right, we pursue it relentlessly,” she told CNET.

https://youtu.be/FVkH9Hgvda4

“The virtues of our brand are engineering, openness, freedom in mindset, purposeful innovation, multiculturalism, vibrancy, being inviting and inclusiveness,” Lee continued, before explaining how important it is for Samsung to keep its Galaxy brand fresh.

In recent years, Apple’s latest iPhones have been more successful than Samsung’s flagship devices, but that hasn’t been the case this year. The Galaxy S7 lineup has seen more demand than the iPhone 6s, which has been a big disappointment for Apple.