Overview

• Within hours of Apple’s Sept. 9 event unveiling the iPhone 17 lineup, iPhone Air, AirPods Pro 3 and new Apple Watches, Samsung Mobile US resurfaced its 2022 “Let us know when it folds” tweet with “#iCant believe this is still relevant.”
• Follow-up posts mocked Apple’s triple 48MP cameras by touting Samsung’s 200MP sensor and took digs at features like Sleep Score and live translation arriving later on Apple devices.
• Samsung engaged high-profile commentators, replying to tech YouTuber Marques Brownlee with “Actual innovation > hype #iCant.”
• Responses on X were mixed, with Apple supporters dismissing the trolling and others echoing Samsung’s message about foldables and earlier feature rollouts.
• On Sept. 11, Samsung escalated the push with a U.S. giveaway after labeling Apple’s keynote a “Zzz-note” event.