Even viewed from this perspective it's hard to imagine that Apple's not having a dig at Samsung. Apple's suggestion that: "If you are busy making everything, how can you perfect anything?" could be interpreted as a criticism of Samsung, which has makes a number of different smartphones including the Galaxy S4, the Galaxy Mega and the Galaxy Note II, while Apple focuses on just one new iPhone at a time.
So whatever way you look at it Apple's ad campaign seems to be saying: "We're not Samsung". We're still not sure why it felt that it was necessary to shout about it quite so loudly though. Perhaps it's paving the way for the launch of the iPhone 6 (or iPhone 5S) and the more Android-like iOS 7.
Sign up for Computerworld eNewsletters.