Apple’s iPhone 17 launch event was held on September 9, 2025 and it generated massive buzz across social media. But amid the excitement, Samsung reignited its long-running rivalry with Apple, mocking the tech giant’s slow feature rollouts and lack of foldable devices.
Shortly after the unveiling of the iPhone 17 lineup, Samsung Mobile US brought back a sharp jab from 2022, resharing its old post that read, “Let us know when it folds,” this time adding the caption “#iCant believe this is still relevant.”
The message clearly mocked Apple for still not entering the foldable smartphone market.
At Apple’s keynote, the company introduced several products, including the iPhone Air, iPhone 17, iPhone 17 Pro, AirPods Pro 3, Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3. Among these, the iPhone Air stood out as Apple’s thinnest iPhone yet, measuring just 5.6mm thick. CEO Tim Cook said it delivers “pro performance in a thin and light design.”
Samsung, however, took the opportunity to poke fun at Apple’s newest flagship.
Referring to the iPhone 17’s 48MP camera, Samsung posted on X/Twitter, “48MP x 3 still doesn’t equal 200MP #iCant!” Another jab targeted Apple’s delayed health-tracking features: “#iCant believe people had to wait five years for Sleep Score.”
As expected, Apple fans quickly jumped into the conversation.
While many defended the iPhone 17 series, some fired back at Samsung. One user wrote, “Stay relevant for the next decade.” Another sarcastically added, “Even we can’t believe that how folding phones are relevant.” Others reminded Samsung of past decisions, with a comment reading, “Remember when y’all said u wouldn’t remove headphone jacks where they at?”
During the launch, Apple executives emphasised the improvements coming with the new lineup. Kaiann Drance, Apple’s VP of Worldwide iPhone Product Marketing, described the iPhone 17 as “a big upgrade with powerful features that make iPhone even more useful in your day-to-day life, from the bigger and brighter ProMotion display with 3x better scratch resistance, to all-day battery life with faster charging, the A19 chip for powerful performance, a fantastic 48MP Dual Fusion camera system, and the innovative Center Stage front camera — our best front camera yet.”
The latest back-and-forth highlights how Samsung and Apple continue to use major product launches as opportunities to stoke their rivalry with social media serving as the battleground.
Answer. Samsung used the #iCant hashtag to mock Apple’s lack of foldable phones and slow feature rollouts, reviving its 2022 jab “Let us know when it folds” with a fresh twist.
Answer. Samsung targeted Apple’s 48MP camera setup, saying “48MP x 3 still doesn’t equal 200MP,” and mocked the delayed release of health features like Sleep Score.
Answer. Reactions were mixed with some defended Apple’s innovations, while others clapped back at Samsung’s past decisions, including its removal of headphone jacks and relevance of foldables.
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