Chinese company Hauwei has mocked the battery life of the tech giant's devices with a stunt right outside its flagship store on Regent Street in London.
A van marked "JU%CE that lasts" was parked outside the launch, while employers were spotted handing out 'Apple-free brain-boosting drinks' to customers.
The vehicle also featured several charging points to help those who are "stuck with handsets with weak battery life".
Justin Costello, Huawei director of Marketing for the UK and Ireland, said: "At Huawei we pride ourselves on making phones with batteries that last.
"Today we want to give a small hint of what's to come on 16th October in London, when we will launch our most intelligent handset to date as part of the Mate series.
"We want people to know that there is an alternative to having a phone that lacks juice and lets you down when you most need it."
As reported by the Metro newspaper, the iPhone XS Max lasted all day and only required charging in the evening - a similar situation to previous models - and the XS is thought to have half-an-hour longer life than the iPhone X, with the Max getting an hour-and-a-half boost.