The “X” in the iPhone X isn’t a reference to some mutant superhero team. It is a reference to the 10th generation iPhone, which is probably going to cause some confusion on how to call the $1,000 model. Just a week in, it has already been garnering positive reviews, and raising some questions, all on par for another Apple bestseller. So what is an eternal rival like Samsung to do? Why make an ad, of course! Specifically, one that “celebrates” the iPhone’s 10 years while calling attention to the things that it missed out on in those 10 years that, naturally, Samsung has today.