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On September 9, Apple launched its highly anticipated iPhone 17, along with the brand-new Air model. However, soon after this launch event, one of the most potent rivals of this Cupertino-based company, Samsung, appeared with a hashtag campaign, named #iCan’t.
Highlighting its AI features and foldable smartphone models, Samsung started taunting the rival, saying, “Let us know when it folds.” It further criticized Apple's camera quality, and the main subject of these taunts hinted at the lack of innovation in iPhone 17 devices.
Posts noted that Apple users waited “five years for Sleep Score,” while Galaxy users already had the feature. Other taunts included, “48 MP × 3 still doesn’t equal 200 MP,” a dig at Apple’s new triple-48MP camera setup versus Samsung’s megapixel-rich lineup.
The mockery started after the official launch of the iPhone 17 series. This time, the US-based tech giant went for hardware upgrades, but there’s very little AI innovation. Even Siri remained the same.
Highlighting this part, Samsung initiated the hashtag trend on Twitter, saying, “just announced live translation at Zzz-note…All we can say is, welcome to the party #iCant”
It’s not where the mocking stopped. Further, the 48MP Fusion Main camera setup of iPhone 17 faced mockery. On the official X account (formerly Twitter), it said, “48MP x 3 still doesn't equal 200MP #iCant”
The most interesting part is that Samsung turned the campaign into a marketing event. In the US, Samsung invited Apple users to a giveaway event to share their reasons for switching to the Galaxy ecosystem using #iCant for a chance to win a Galaxy Z Fold7, Buds3 Pro, and Watch8 Classic. However, at this point, India is no longer part of the marketing strategy.
The mockery of Samsung has created a wave in the tech world, but that’s not the first time two rival companies have engaged in a trend like mocking each other on social media. This strategy goes beyond time and sector. In fact, #iCant is not the first time Apple and Samsung have been fighting funnily.
Samsung’s bold iCant Campaign takes direct aim at Apple, highlighting features iPhone users are still missing. The ad fuels the long-standing Apple-Samsung Rivalry, pushing the competition to new heights in the smartphone market. A few years back, after Samsung’s ‘Growing Up’ ads surfaced, Galaxy users camped outside Apple stores, and on social media, they started digging the missing features.
This trend even goes beyond smartphone rivalries. A prominent example is the ‘Cola Wars’ between Pepsi and Coca-Cola. Further, Wendy’s ‘Where’s the beef?’ campaign targeted its burger rival. There are countless examples of similar marketing campaigns that utilize mockery, humor, identity, and consumer engagement.
Also Read: Apple Event 2025: iPhone 17 Unveiled, AirPods Pro 3 Launched, iOS26 Rollout & More
In the smartphone market, Apple and Samsung compete hard. From mid-range to premium models, these two companies offer a range of lucrative options with flagship features. Therefore, this heightens the rivalry, but the #iCant campaign also reinforces Samsung’s claim of faster innovation more effectively.
The statement, “Let us know when it folds,” highlights that Samsung has its foldable model, the Z Fold series, but even after a long wait, Apple hasn’t brought out any foldable device. However, there are still risks for Samsung if Apple counters. The Apple fanbase is built on loyalty and resources, but sometimes these little storms reveal that there are still areas for improvement.
