Samsung is trolling the iPhone 6s launch by promoting its own Galaxy smartphones to fanboys lined up at an Apple Store in the UK.

Apple recently unveiled its latest iPhone 6s and iPhone 6s Plus and interested customers can get their hands on the new smartphones starting this Friday, Sept. 25. It's no big secret that Apple product launches typically draw large crowds, with numerous people lining up at Apple Stores to be among the first to get the latest iPhone or iPad, and Friday's launch is no different.

It wouldn't be an Apple product launch without long queues at Apple Stores, just like it wouldn't be the same without Samsung meddling a bit. In its latest stunt of the sort, Samsung has chosen the Apple Store on Regent Street in London, UK to promote its own Galaxy smartphones.

As The Inquirer reports, Samsung sent a team of reps to parade outside the Regent Street Apple Store with promotional flags advertising the Galaxy S6 Edge and Galaxy S6 Edge+.

"The itch to switch just got better," reads the tagline on the flags, accompanying an image of the Galaxy S6 Edge and Galaxy S6 Edge+ and information regarding the two handsets' availability.

If advertising its curved-screen Galaxy smartphones outside an Apple Store on the iPhone 6s launch day wasn't enough, Samsung also went the extra mile by trying to trick Apple fans waiting in line to promote Galaxy devices as well.

As IBTimes reports, Samsung also sent a marketing team to hand out blankets, bottles and pillows branded with #NextisNew to people who spent the night queued at the Apple Store to get the iPhone 6s. According to the publication, many of them didn't even know that the merchandise was related to Samsung, they thought it came from Apple. The blue blankets were similar to the blue shirts Apple staff wear at product launches, and they didn't think much of it. In other words, they were promoting Samsung in a way, without even knowing it.

One person told IBT that the pillows, blankets and bottles came from Iris, a marketing company shooting video about the Apple Store queue. The person didn't know who hired Iris, but those who did recognize the #NextisNew branding didn't take long to figure out what it was all about.

Samsung is also having fun on Twitter, taking jabs at Apple and telling fanboys how queuing is overrated. The official Samsung Mobile UK account on Twitter posted a number of tweets mocking Apple and its iPhone 6s launch, while promoting the Galaxy s6 Edge and Galaxy S6 Edge+.

Queuing is so overrated…#WhyQueue when you can get the #GalaxyS6EdgePlus right now? #NextIsNew https://t.co/Pd69XcvYuQ pic.twitter.com/k01dJe2zBU

— Samsung Mobile UK (@SamsungMobileUK) September 25, 2015