Samsung Launches #iCant Campaign, Mocking Apple’s iPhone 17 Launch and Highlighting Slow Upgrades and Foldable Technology

The rivalry between tech giants Apple and Samsung is well-established, often flaring up during product launches and significant events. Recently, this competition was reignited following Apple’s unveiling of the iPhone 17 series, which prompted Samsung to launch a cheeky campaign aimed at poking fun at its longstanding competitor. Dubbed the iCant campaign, Samsung’s efforts sought to mock Apple’s perceived slow pace in innovation while simultaneously highlighting its advancements in foldable smartphone technology.

Samsung’s iCant Campaign: A Playful Critique of Apple

Samsung has a track record of playfully ribbing Apple, and this latest instance is no exception. Utilizing social media platform X (formerly Twitter), Samsung Mobile US unleashed a series of posts utilizing the hashtag #iCant. This ongoing campaign resurfaces with each new iPhone launch, effectively allowing Samsung to showcase its competitive edge and superior technology while playfully critiquing Apple’s more incremental approach to product upgrades.

The content of these posts humorously highlights Apple’s seemingly slow advancements, contrasting them with Samsung’s innovative features. One particular message caught attention: “I #iCant believe this is still relevant, ”which playfully referred back to a comment made in 2022 that read, “Let us know when it folds.”

#iCant believe this is still relevant.💀 https://t.co/s6SFaLTRSJ

— Samsung Mobile US (@SamsungMobileUS) September 9, 2025

Furthermore, Samsung did not hesitate to critique Apple’s specifications, such as its triple 48MP camera, juxtaposing it with Samsung’s impressive 200MP offering. Additionally, the company pointed out the delayed introduction of features like the Sleep Score health tracking on the Apple Watch, emphasizing that these innovations have long been part of Samsung’s arsenal. This clever positioning reinforces Samsung’s image as a leader in smartphone technology, suggesting that Apple’s strategies may lack the ambitious spirit of real innovation.

This playful campaign not only emphasizes the differing product attributes between the two companies but also reflects the ongoing tension between the two tech behemoths. Through humor and subtle digs, Samsung effectively creates buzz around its offerings while making a statement about Apple’s products. This entertaining back-and-forth enhances user engagement, transforming standard product launches into thrilling events that spark conversations.

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