Furthermore, and as is smartly yet subtly observed in the Samsung ad, Apple customers are fed up with wearing the metaphorical "I'm a Mac" t-shirt at all times. Back in the day (2009), being a "Mac" meant you had taste. You had a subscription to Monocle and Wired. And you wore your artisan aged denim with a Supreme shirt. Now it all feels a bit obvious and, worst of all, normal. As the Samsung ad highlights - even our parents are "Macs" now. Ouch.
Of course, Apple has its eyes on the largest market share possible and will hardly be trembling at the idea of losing its niche group of designer-type fanboys to Samsung. But being both loved and cool is a tricky game for brands, and it rests in the hands of the world's taste makers. If Samsung can lure that group over to their team, it doesn't mean they'll win the game right away but people will still turn out for the show.