PayPal threw some serious shade at Apple with a full-page ad that ran in Monday’s San Francisco Chronicle.

“We the people want our money safer than our selfies,” reads the PayPal ad, which riffs on how hackers recently infiltrated the Apple iCloud accounts of celebrities. “PayPal, protecting the people economy.”

The ad comes as PayPal is getting ready to compete with Apple’s new payment system, which lets consumers pay for items by flashing their iPhones and Apple Watches beside a reader at a cash register. Apple’s system will launch next month in the U.S. at more than 220,000 retail locations.

“They recognize that Apple is going after their turf,” said Rob Enderle, a principal analyst at advisory services firm Enderle Group.

The San Jose-based digital payments firm is hoping to position itself as the better payment choice for retailers, Enderle said.

PayPal said on its website that it has more than 152 million active registered accounts and processes 9.3 million payments each day. Last year, PayPal told the Chronicle that its digital payment system would be available in 2 million brick and mortar locations.

Apple did not immediately respond to a request for comment.