Over the past few years, Samsung built a smartphone empire by creating a massive handset portfolio spanning all sizes and price points, and by spending billions to promote its devices. Of course, a healthy chunk of that cash has been spent on the many, many Samsung ads that spend more time bashing Apple than they do showcasing Galaxy phones. Apple is no stranger to attack ads — its “I’m a Mac” campaign helped put Mac on everyone’s radar — and now the company has finally taken a shot at Samsung in its latest print ad.

In a print advertisement photographed and posted on Twitter by BBC reporter David McClelland, Apple touted its commitment to the environment and to renewable energy.

Here’s the full text of the ad, as transcribed by 9to5Mac:

There’s one area where we actually encourage others to imitate us. Because when everyone makes the environment a priority, we all benefits. We’d be more than happy to see every data centre fuelled by 100% renewable energy sources. And we eagerly await the day when every product is made without the harmful toxins we have removed from ours.

Of course we know we can continue to do better. We’ve set some pretty ambitious goals for reducing our impact on climate change, making our products with greener materials and conserving our planet’s limited resources. So the next time we come across a great idea that can help leave the world better than we found it, we look forward to sharing.

At the top of the ad in huge letters is a short message aimed straight at Samsung: “There are some ideas we want every company to copy.” Apple, of course, has on multiple occasions accused Samsung of being a copycat and stealing its various ideas, designs and patented technologies.

An image of the new ad follows below.

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.