In January 2012, Samsung said it was time for the tide to turn. A year later, the company managed to keep its impossible promise. With a marketing budget that reached well into the billions and a single message, Samsung began its rapid ascent to the top of the smartphone market by shipment volume. That single message: “The iPhone stinks.”

Samsung’s messaging has been a bit more varied in recent years, but the company always seems to end up going back to what worked for it in those early years.

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We’re not sure how long Samsung can continue hammering the same old nail, but it looks like the company is doing its darnedest to find out. In this latest example, Samsung focuses on a single feature touted by its new Galaxy S6 and Galaxy S6 edge flagship phones that is nowhere to be found on Apple’s iPhone lineup: Wireless charging.

How important is wireless charging to users? There’s no questions that it’s a nifty option, and messing with cables and connectors can indeed be annoying. Is it really a selling point? We’re not so sure.

What’s also interesting is the fact that while the S6 and S6 edge do indeed support wireless charging out of the box, they don’t actually ship with a wireless charging pad, so customers have to purchase them separately.

Samsung’s latest iPhone-bashing ad is embedded below.

SEE ALSO: I just added wireless charging to my iPhone 6 in 10 seconds, and it cost less than $20

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