A New Chapter in the Apple-Samsung Rivalry

The tech world thrives on competition, and the long-standing rivalry between Apple and Samsung never fails to deliver drama. Following Apple’s highly anticipated “Awe Dropping” event on September 9, 2025, where the iPhone 17 series, including the ultra-slim iPhone 17 Air, was unveiled, Samsung quickly fired back with a cheeky social media campaign. Using the hashtag #iCant, Samsung took jabs at Apple’s latest offerings, spotlighting foldable technology, camera capabilities, and delayed features. This playful yet pointed exchange underscores the fierce battle for smartphone supremacy.

Apple’s iPhone 17 Air: A Slim Marvel

Apple introduced the iPhone 17 Air as its thinnest smartphone yet, measuring just 5.6mm thick—narrowly outpacing Samsung’s Galaxy S25 Edge at 5.8mm. Priced at $999 for the 256GB model, with 512GB and 1TB options available, the iPhone 17 Air boasts a 6.5-inch Super Retina XDR display with a 120Hz ProMotion refresh rate and a peak brightness of 3,000 nits. Powered by the A19 Pro chip and equipped with Ceramic Shield 2 for durability, Apple positioned the Air as a premium, lightweight powerhouse. The device will be available for pre-order on September 12, with sales starting September 19 across over 63 countries.

Samsung’s #iCant Campaign: Targeting Apple’s Weak Spots

Samsung wasted no time in responding to Apple’s launch, reviving a 2022 tweet that read, “Let us know when it folds,” with the addition, “#iCant believe this is still relevant.” The dig highlights Apple’s absence from the foldable phone market, a space Samsung has dominated with devices like the Galaxy Z Fold and Z Flip. Samsung also took aim at Apple’s camera system, boasting, “48MP x 3 still doesn’t equal 200MP,” referencing the superior resolution of its own cameras. Another post mocked Apple’s delayed rollout of features like Sleep Score, stating, “#iCant believe some people had to wait 5 years for Sleep Score.” These pointed remarks aim to position Samsung as the innovator, while suggesting Apple is playing catch-up.

Foldables: The Core of Samsung’s Critique

Samsung’s emphasis on foldables is strategic. While Apple has yet to enter this market, rumors suggest a foldable iPhone may not arrive until 2026. Samsung’s foldable devices, like the Galaxy Z Fold 7, offer versatility that Apple’s traditional slab design lacks. By highlighting this gap, Samsung taps into consumer curiosity about foldable technology, which has gained traction as a futuristic alternative to conventional smartphones.

What’s Next for Apple and Samsung?

Apple’s iPhone 17 series, including the Air, Pro, and Pro Max, introduces significant upgrades, such as advanced 48MP cameras and improved battery life. However, Samsung’s aggressive marketing suggests confidence in its own lineup, particularly the Galaxy S25 series. As Apple lays the groundwork for a potential foldable future, Samsung’s #iCant campaign serves as a reminder of its current edge in innovation. The rivalry continues to push both companies to refine their offerings, ultimately benefiting consumers with cutting-edge technology.

Read Also: Unveiling a New Era: Why the iPhone 17 is Apple's Most Innovative Leap Yet

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