It’s that time of year again—tech giants are sparring on social media. Just hours after Apple unveiled its new iPhone 17 lineup at yesterday’s “Awe Dropping” event, Samsung Mobile US jumped in with a sly jab. Quoting tech reviewer Marques Brownlee’s (MKBHD) tongue-in-cheek remark about Apple’s promo—“Next up: ‘An all-new iPhone lineup unlike anything we’ve ever created'”—Samsung posted on X: “Actual innovation > hype #iCant”.
The dig instantly lit up X (formerly Twitter), sparking a storm of memes, burns, and accusations of hypocrisy.
The Social Media Backlash
Samsung’s post, timed for maximum buzz (17:58 UTC on Sept. 9), drew swift responses. Some fans fired back with memes comparing AirPods to Galaxy Buds or iPhones to the Galaxy S25 Edge. User @shikomubenji’s viral side-by-side post racked up thousands of likes by this morning. Others called Samsung’s move “cringe” or pointed out the company’s own history of borrowing Apple’s designs—recalling the $1.2 billion patent payout from the 2010s.
With Samsung’s Galaxy S25 series launching Sept. 4 (including the ultra-thin S25 Edge), critics like @NinosMaron questioned the company’s originality: “What’s the next thing of theirs you’re gonna copy?” A 2023 Journal of Product Innovation Management study showing that 68% of consumers view imitation negatively only added fuel to the fire.
iPhone 17: The Key Upgrades
Apple’s four-model lineup—iPhone 17, 17 Air, 17 Pro, and 17 Pro Max—has reviewers buzzing:
- iPhone 17 – 6.3-inch, 120 Hz ProMotion display across the base model for the first time, 256 GB starting storage, dual 48 MP rear cameras, upgraded 12 MP selfie cam with Center Stage. Starts at $799. Reviewers call it “evolution, not revolution.”
- iPhone 17 Air – At 6 mm thin and 6.6-inch display, it replaces the Plus model. Titanium frame, single 48 MP lens, and featherlight design earn praise as a “risk that pays off.” Estimated $899 price. Battery life under stress is a question mark.
- iPhone 17 Pro – 6.7-inch screen, horizontal triple 48 MP Fusion camera bar, A19 chip with Apple Intelligence, titanium finish. Starts at $1,099. A “photographer’s delight,” though some wish for bolder design changes.
- iPhone 17 Pro Max – 6.9-inch display, triple 48 MP setup with rumored 10x optical zoom, A19 Pro chip, larger battery. Starts at $1,199. Stellar low-light performance, but early testers note slight heat issues in gaming.
Apple Intelligence (via iOS 26) adds enhanced Siri and on-device photo editing in nine languages. AirPods Pro 3 also debuted with improved noise cancellation. Pre-orders opened yesterday at 5 PM PDT; shipping starts Sept. 20.
Innovation vs. Imitation
Samsung’s jab highlights an old rivalry. While Apple’s updates aren’t a total redesign, they push boundaries with thinner builds, universal ProMotion, and stronger cameras. Meanwhile, Samsung’s 5.8 mm S25 Edge and 200 MP camera flex their own innovation—but the copycat accusations sting.
As someone who’s watched Apple–Samsung battles for two decades, I’d bet this isn’t the last exchange before holiday sales season heats up.
What’s your take? Was Samsung’s post a fair shot or glass-house hypocrisy? Share your thoughts below, and check back next week for our hands-on iPhone 17 review.
