The tech world is no stranger to rivalries—PlayStation versus Xbox, SpaceX versus Blue Origin, and ChatGPT versus other AI platforms. Now, once again, the long-running battle between Apple and Samsung has been reignited, reminding everyone that no competition in the smartphone industry runs quite as deep.

Years ago, Nokia reigned supreme with its famously durable devices, but the rise of smartphones quickly shifted the balance of power. Since then, Apple and Samsung have emerged as the two dominant players in the market, engaging in a tug-of-war for consumer loyalty. While Google’s Pixel phones have carved out a small but notable niche, the global smartphone conversation largely centers on the iPhone versus the Samsung Galaxy lineup.

Apple made the first major move back in 2007 with the launch of its original iPhone, a product that revolutionized the industry and reshaped how people interact with technology. Samsung was not far behind, releasing its first Galaxy model in 2009, and since then the companies have been locked in a battle of innovation, marketing, and customer loyalty. Apple tends to operate with clockwork precision, unveiling new iPhone models around the same time each year, while Samsung’s approach to launches is more flexible but no less impactful.

The latest spark came with Apple’s highly anticipated reveal of the iPhone 17 lineup, which introduces iOS 26, a refined design, and cutting-edge Liquid Glass technology. The collection includes the standard iPhone 17, the more advanced iPhone 17 Pro, and the much-rumored iPhone 17 Air. While speculation continues to swirl about a foldable iPhone expected in the near future, Apple did not deliver one this year—a gap that Samsung wasted no time exploiting.

Almost immediately after Apple’s announcement, Samsung’s social media accounts launched a series of witty, tongue-in-cheek posts poking fun at the iPhone reveal. Quips like “iCan’t believe this is still relevant” and comments mocking Apple’s lack of foldable innovation or highlighting the new Sleep Score feature quickly gained traction online. What started as a playful jab soon snowballed into a full-blown digital debate, sparking a lively back-and-forth between Apple loyalists and Samsung supporters.

On Reddit, one commenter praised Samsung’s boldness, saying the company’s social media team had “no chill,” while others defended Apple, dismissing foldable devices as a passing fad. Meanwhile, over on X (formerly Twitter), critics of Samsung weighed in, calling its Fold devices clunky or poorly designed compared to Apple’s polished ecosystem. One user scoffed: “#iCant believe you think folding phones will ever have enough market share to make them relevant.” Another retorted with a clever pun: “But Apple folded your business already.”

The heated exchanges highlight a bigger question looming over the smartphone industry: are foldable phones truly the future, or are they destined to remain a niche experiment? Samsung, as the clear leader in foldable technology, naturally wants to push the narrative forward, while Apple appears content to perfect its traditional design before diving into new form factors.

One thing is certain: when Apple eventually unveils its own foldable iPhone, Samsung’s social media team will almost certainly be ready with fresh barbs accusing Apple of “copying” the concept. But until then, Samsung’s cheeky posts might prove to be a double-edged sword—drawing attention at a moment when the world is focused on Apple, yet also risking backlash from the fiercely loyal iPhone fan base.

For now, the rivalry remains one of the most entertaining spectacles in tech, with both companies using every opportunity to assert dominance—not only through devices and features but also through the power of words and memes.