Samsung appeared to have a full-blown social media meltdown during Apple’s iPhone 18 launch event, firing off a rapid series of sarcastic posts aimed at the company’s new phones, accessories and first foldable iPhone.
The unusual stream of posts from Samsung Mobile US quickly attracted attention beyond the usual Apple-Samsung rivalry. Developer Wukko (@uwukko) summed up the reaction by sharing Samsung’s posting spree and writing simply: “this is so pathetic.”
Samsung Started Roasting Apple Early
Samsung opened with “So far, so same. #ItsTimeToSwitch,” suggesting that Apple’s latest products looked too similar to their predecessors.
As Apple continued through its presentation, Samsung complained about the wait for the foldable iPhone, posting: “Making us wait? Fine. We’ll be over here, folding 3 ways.”
The comment referenced Samsung’s own tri-fold device and was intended to remind viewers that the company has been experimenting with different foldable formats for years.
Samsung also mocked Apple’s accessories announcement, writing: “Accessories? It’s giving condiments and no food. #ItsTimeToSwitch.”
this is so pathetic pic.twitter.com/eTPVjgxrGA
— wukko (@uwukko) September 9, 2026
iPhone Duo Became the Main Target
Once Apple finally unveiled the iPhone Duo, Samsung’s posts became even more direct.
The company wrote: “It’s feeling very familiar. Is this a Sims sequel…”, aiming at similarities between Apple’s first foldable and existing folding smartphones.
Samsung then brought Duolingo into the exchange after the language-learning company joked about Apple using the “Duo” name.
Samsung replied: “I’m so sorry, @Duolingo. They copied us too #Solidarity.”
Another post said: “Let us know when you’re done reheating our leftovers,” making Samsung’s main argument clear: Apple was entering a product category that Galaxy devices had already been competing in for years.
Even Apple’s Bedside Clock Demo Was Mocked
Samsung continued throughout the event rather than stopping after the iPhone Duo reveal.
When Apple demonstrated the phone being used as a bedside clock, Samsung responded: “Not the bedside clock. It’s giving groundhog day.”
The number and timing of the posts made Samsung’s account look less like a traditional corporate feed and more like someone live-tweeting Apple’s presentation from the sidelines.
There Was a Bigger Message Behind the Jokes
Behind the apparent Twitter meltdown was a clear marketing strategy.
Apple’s arrival in foldable smartphones creates new competition for Samsung, which has spent years building its Galaxy Z Fold lineup. Samsung used the event to emphasize that it entered the foldable market much earlier and now offers multiple folding designs.
The repeated #ItsTimeToSwitch hashtag also showed that the posts were ultimately aimed at turning Apple’s biggest launch event into advertising for Samsung’s own Galaxy devices.
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