Apple’s “Awe Dropping” event on September 9 was designed to showcase its latest innovations, including the iPhone 17, iPhone Air and a refreshed Apple Watch lineup. Yet the global conversation quickly shifted online, and rival Samsung wasted no time in hijacking the moment with its trademark sarcasm.
Samsung’s hashtag war
Within hours of Apple’s unveiling, Samsung Mobile US resurfaced a 2022 tweet in which it mocked Apple’s reluctance to enter the foldable phone category. The old line, “Let us know when it folds”, was reposted with the addition: “#iCant believe this is still relevant.”
The hashtag quickly became Samsung’s weapon of choice, appearing in a string of posts lampooning Apple’s new devices. The company also jumped into conversations with prominent influencers. Replying to tech YouTuber Marques Brownlee, Samsung wrote: “Actual innovation > hype #iCant,” reinforcing its message that foldable designs represent genuine progress compared with Apple’s incremental updates.
The trolling sparked a sharp response from Apple loyalists. Some brushed it off as attention-seeking. “Stay relevant for the next decade,” one commenter replied. Others turned the critique back on Samsung, questioning the long-term value of folding phones. “Even we can’t believe folding phones are relevant,” another wrote. A few pointed out Samsung’s own reversals, recalling its earlier stance against removing headphone jacks — a feature it eventually dropped.
Spotlight on Apple’s upgrades
While the online sparring dominated social media, Apple’s new devices still commanded attention. The iPhone 17 introduces a brighter, larger ProMotion display that is three times more resistant to scratches, alongside faster charging and the powerful new A19 chip. The camera system has also been upgraded, with a 48MP Dual Fusion setup at the back and a front-facing camera enhanced with Centre Stage technology.
Apple also unveiled the iPhone 17 Pro, the ultra-thin iPhone Air, AirPods Pro 3, and three new watches — the Series 11, SE 3, and Ultra 3. Kaiann Drance, Apple’s vice-president of Worldwide iPhone Product Marketing, described the iPhone 17 as “a fantastic choice for customers looking for the latest features and the confidence in knowing their iPhone is built to last.”
Samsung’s social campaign may have added bite to the rivalry, but the larger battle is clear: while Apple leans on design refinement and ecosystem strength, Samsung is betting on bold form factors and social media swagger to shape the conversation.