Samsung Mocks Apple Again With #iCant Hashtag

Apple launched the iPhone 17 this week, and within hours Samsung was already sharpening the knives. Their official account threw out a one-liner: “#iCant believe this is still relevant.” Translation: Apple still hasn’t made a foldable phone, and Samsung hasn’t forgotten.

It’s the kind of trolling that’s less about features and more about keeping the rivalry alive in the collective tech consciousness. And let’s be honest: it works. If Apple’s keynote is the opera, Samsung’s tweets are the hecklers in the cheap seats.

Why Foldables Are the Latest #iCant Punchline

Samsung has been pushing foldables for half a decade, whether the world wanted them or not. The Galaxy Z Fold and Flip are niche, but they exist. Apple, meanwhile, has stayed away, playing the long game or maybe just stalling. That absence gives Samsung the perfect opening: “We’ve been doing this for years, what’s your excuse?”

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

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

It’s not exactly subtle, but subtlety has never been Samsung’s strong suit. They don’t need you to buy a foldable tomorrow — they just want you to remember Apple hasn’t delivered one at all.

The Golden Era of Apple-Bashing

Samsung’s trolling isn’t a recent invention. It’s practically part of their marketing DNA. A few highlights:

• 2011: “We Just Got Samsunged.” Remember those early Galaxy S II ads mocking Apple fans waiting in line? Samsung cast them as clueless hipsters. Brutal, but effective.
• 2012–2014: Pencil Parodies. Apple bragged about the iPad Air being thinner than a pencil. Samsung ran an ad showing its tablet doing more than just hiding behind office supplies.
• 2013: Super Bowl Satire. Seth Rogen and Paul Rudd riffed on Apple’s endless lawsuits, mocking the absurdity of fighting over rectangles with rounded corners.
• 2018: The “Ingenius” Campaign. Fake Apple Store. Fake Geniuses. Real digs at missing features.
• 2018 Again: Throttlegate. When Apple admitted to slowing older iPhones, Samsung didn’t miss a beat, painting iPhone owners as frustrated hostages finally breaking free.

These campaigns had a common thread: they took frustrations Apple users already whispered about and turned them into punchlines.

When Snark Turns Into Boomerang

Of course, trolling isn’t without collateral damage. Samsung roasted Apple for ditching the headphone jack, only to ditch it themselves a few years later. Those ads quietly disappeared from their YouTube channel, but the screenshots live forever.

That’s the danger of marketing by mockery: sooner or later, you end up following the same roadmap. The irony writes itself.

The Rivalry as Theater

Here’s the thing: none of this is about foldables, or headphone jacks, or throttling. It’s about narrative control. Apple plays the untouchable artist, unveiling each product like a sculpture in a gallery. Samsung plays the street-level critic, pointing out the cracks and rolling its eyes at the pomp.

The #iCant hashtag isn’t a new idea, but it’s effective because it pokes at Apple’s carefully maintained aura of inevitability. It says: maybe Apple isn’t leading. Maybe they’re late. Maybe the emperor doesn’t fold his clothes, let alone his phones.