Be honest about it, you've noticed. Haven't you, iPhonerati?
You stare down at your somewhat minuscule little thing and notice that the Samsungites are positively cock-a-hoop about their larger screen size.
You don't necessarily say anything, but you think it. Worse, you feel it.
How could Samsung not, therefore, expose this difficult truth? The Galaxy has a big screen and the iPhone doesn't.
In a new ad designed to prey on young men's feelings of inadequacy, Samsung shows two friends in a interesting side-by-side comparison.
"Dude, iPhone might be getting a bigger screen," says the excitably coiffed iPhone user.
"That hasn't happened yet?" wonders his rather more masculine friend, off-handedly.
Yes, this is the classic tale of mine is bigger than yours. You've hoped to have something bigger for the last two years, iPhonerati. "Maybe you just like waiting," says the knowing voice of Samsung.
The 5.1-inch Galaxy S5 is everything you've been waiting for, suggests the voice. And it's been right under your nose the whole time.
Perhaps you've had your nose turned up too far to see. Or, perhaps you tell yourself that size isn't everything.
It's wise of Samsung to pick at this little weakness. It's good to see it again pricking Apple's soft spots, rather than shying away.
However, it won't be able to make the size argument for much longer. You know the iPhone 6 will likely have enough design, thoughtfulness, and size -- and be launched with a large dollop of relatively pleasing hype.
What will Samsung say then? "Mine's more plastic than yours" doesn't have quite the same ring.