Erencan YılmazAfter Apple unveiled the iPhone 17 series, Samsung’s social media team wasted no time making their presence felt. They jumped onto their official X account and didn’t mince words, launching a campaign that was as direct as it was strategic. Their message? Samsung’s been leading the way on features Apple is only now attempting to introduce, and they’re not shy about saying it.
Samsung mocks the iPhone 17 series
A particularly effective move was Samsung’s decision to resurface a tweet from 2022: “Let us know when it folds.” Their new addition—“#iCant believe this is still relevant”—was a clear reminder to the market that Apple still hasn’t entered the foldable phone segment. This isn’t just about poking fun; it’s a calculated business tactic. Samsung has heavily invested in foldable technology and established itself as the dominant player in that niche. By drawing attention to Apple’s absence, Samsung’s positioning itself in the public eye as the true innovator, subtly nudging consumers who might be considering a switch.
Next, Samsung zeroed in on Apple’s latest camera system. Apple’s touting triple 48MP cameras on the iPhone 17 Pro, but Samsung quickly countered with, “48MP x 3 still doesn’t equal 200MP,” referencing its Galaxy S25 Ultra’s high-end 200MP sensor. While industry insiders know that camera quality relies on more than just megapixels, Samsung’s messaging here is smart. They’re speaking directly to consumers who equate bigger numbers with better products, a classic marketing play. It’s not just about features; it’s about perception, and Samsung is shaping that narrative.
The most pointed engagement came in response to MKBHD, a tech influencer with massive reach. When he highlighted Apple’s slow approach to adopting new trends, Samsung seized the opportunity to respond: “Actual innovation > hype #iCant.” This isn’t just social media banter; it’s a strategic move to set the tone in the industry conversation. By positioning themselves as the company that drives change, Samsung is aligning their brand with ideas of innovation and leadership qualities that resonate with both tech enthusiasts and everyday users.
It’s important to recognize, though, that Apple’s strategy isn’t built on being first. Their brand power comes from a tightly integrated ecosystem and an almost unparalleled level of customer loyalty. That’s why Apple can afford to hold back on new features, perfecting them before release and still maintaining or even growing its market share. Samsung’s campaign acknowledges this reality, but it’s clear they see an opening to chip away at Apple’s reputation, especially among consumers who value bleeding-edge technology.
Samsung’s willingness to engage in direct, sometimes aggressive, social media campaigns is a reflection of its broader business strategy. In a market that moves fast and rewards innovation, being bold isn’t just about attention—it’s about staying relevant. By using humor, real-time engagement, and sharp comparisons, Samsung isn’t just poking fun at their biggest rival; they’re reinforcing their own image as a forward-thinking leader in the mobile industry.
These social media skirmishes are more than just entertainment. They’re calculated efforts to shape consumer perception, influence purchasing decisions, and maintain competitive momentum in a fiercely contested market. Samsung’s latest campaign demonstrates a keen understanding of both the business landscape and the power of modern brand communication.
Source: Samsung US
