Apple is first to make tech fantastic, says Apple exec

When Samsung mocks Apple, does it gnaw at Apple's soul?

I'm thinking about the recent Samsung ad (video below) that claimed the iPhone was always late to the party and never much fun. While the Galaxy range, of course, was the apogee of invention.
Here, you see, are some relevant words from Apple's vice president of iPhone, iPad and iOS product marketing, Greg Joswiak.

Speaking to Tom's Guide, Joswiak offered, "It doesn't matter if you're first to a general idea, it's about being first to making it fantastic, and that's what we try to do."
To whom could he possibly have been referring, if not Apple's Korean rival?
Joswiak explained the difference between Apple's method and anyone else's like this: "Whether it's the chip team working with our hardware team or our software team with our human interface team -- it is one team here. No one else can match that."

Samsung didn't immediately respond to a request for comment.
Joswiak insisted that one example of this fantastic was the notch on the iPhone X. This controversial element, one which makes the phone not, as Apple claims, "all screen," has been derided by some as astonishingly ugly.