On September 9, 2025, Apple unveiled its highly anticipated iPhone 17 series, including the ultra-slim iPhone Air, at an event called “Awe Dropping.” The launch showcased the new A19 chip, updated camera systems, and battery improvements.
Samsung quickly seized attention by reviving a 2022 tweet that read, “Let us know when it folds,” posting it again in 2025 with the line “#iCant believe this is still relevant.” The jab underscored Apple’s continued absence from the foldable smartphone market, where Samsung has been a clear leader with its Galaxy Z series.
#iCant believe this is still relevant. 💀 https://t.co/s6SFaLTRSJ
— Samsung Mobile US (@SamsungMobileUS) September 9, 2025
The rivalry between Apple and Samsung has a long history. From 2011 to 2018, the companies were embroiled in high-profile patent battles, with Apple accusing Samsung of copying the iPhone’s design and interface. A U.S. jury initially awarded Apple over $1 billion in damages in 2012, though the amount was later reduced. After years of litigation and appeals, the dispute was settled in 2018 under undisclosed terms.
In 2014, Apple faced criticism over the bending of iPhone 6 and 6 Plus models, a controversy dubbed “Bendgate.” Samsung used the moment to highlight the durability of its Galaxy devices. Two years later, Samsung suffered its own crisis with the Galaxy Note 7, which was recalled worldwide after battery fires. The incidents further fueled comparisons between the two brands.
Samsung pushed ahead with foldable smartphones, launching the Galaxy Fold in 2019 (first announced in 2018). While the device broke new ground, early durability concerns emerged. Apple, in contrast, stuck to its cautious approach, focusing on refinements such as Face ID, camera improvements, and software updates rather than entering the foldable race.
The rivalry extended into the 5G era and the camera competition of the early 2020s. Samsung introduced some of the earliest 5G-enabled smartphones with high-zoom and high-resolution cameras, while Apple emphasized computational photography, video quality, and ecosystem integration.
By 2023 and 2024, the competition shifted further into AI and ecosystem features. Apple promoted capabilities like Live Text and Focus (first introduced in 2021 but expanded in later iOS updates), highlighting privacy and cross-device continuity. Samsung leaned on AI-driven camera features and personalized user experiences. Both companies doubled down on ecosystem lock-in: Apple through services like iCloud, Apple Music, and continuity features, and Samsung through SmartThings and its connected-device ecosystem.
As of 2025, Samsung continues to dominate the foldable smartphone segment, while Apple refines its iPhone lineup with thin, powerful designs. The contrast in strategies Samsung’s willingness to experiment with bold form factors versus Apple’s methodical focus on refinement continues to define one of the most influential rivalries in tech history.
