It’s pretty clear that Samsung’s mobile business is faltering at the moment, and members of its executive team are paying the price. Not only has Samsung recently posted dismal quarter profits, but it also wildly overestimated the appeal of the Galaxy S5, with the result that unsold units are now piling up in warehouses.

According to a new report coming out of Korea, to get things back on the right track Samsung has just sacked three top executives in its mobile business as part of large-scale reshuffling/downsizing effort.

The three heads on the chopping block include Lee Don-joo, head of the mobile business unit’s strategic marketing office, Kim Jae-kwon, chief of the global operations office, and Lee Chul-hwan, who was previously in charge of the mobile R&D office.

It’s the iPhone’s battery life that gets attacked in Samsung’s newest TV ad for the Galaxy S5. With the tagline “don’t be a wall hugger,” the ad depicts iPhone owners in desperate need of a charge at the airport. We’ve all been there, sadly.

Galaxy S5 users walk about without a care in the world showing off the device’s powering saving mode (which basically makes it a dumb phone) and swappable battery. The ad itself is another attempt to make Samsung’s product look better than Apple’s by slinging mud, and it comes across just as petty as it did the last dozen times.

Samsung’s newly-launched flagship Galaxy S5 might have hoped to capture some of the iPhone’s market dominance in Britain, but new research figures show that even in its first month it trailed behind sales of the iPhone 5s and even Apple’s so-called “flop” iPhone 5c.

The numbers were crunched by research company Kantar Worldpanel, which looked at smartphone sales in the month of May. The Galaxy S5 did manage to convert a few former iOS users to become Android fans, with 17 percent of new S5 owners being former iPhone users.

Even this news is unlikely to worry Apple (or make Samsung particularly cheerful), however: