iPhone 17 Launch Turns Spicy As Samsung Reignites Foldable Phone Debate

Apple’s finally unveiled the much-awaited iPhone 17 series at the “Awe Dropping” event last night (September 9). But while Apple fans were celebrating, Samsung jumped in to grab a share of the spotlight. The South Korean tech giant used the moment to poke fun at Apple’s lack of foldable devices – a feature Samsung has championed for years.

On X (formerly Twitter), Samsung Mobile US shared a sly post: “#iCant believe this is still relevant.” The tweet quoted a 2022 jab that read, “Let us know when it folds,” once again pointing at Apple’s decision not to explore foldable phones.

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

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

Samsung didn’t stop there. Responding to American tech YouTuber Marques Brownlee (MKBHD), who shared details of the event, Samsung wrote: “Actual innovation > hype #iCant.” The company has been consistently using the hashtag #iCant across its Apple-related posts since the launch.

Actual innovation > hype #iCant https://t.co/Sl0k89iSMN

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

Social Media Divided

The roast quickly gained traction, with fans from both camps jumping in. Apple loyalists defended the brand, arguing foldable phones were not as groundbreaking as Samsung claims. Some even turned the tables: “But Apple folded your business already,” one user quipped. Another replied, “Even we can’t believe folding phones are relevant.”

Others sided with Samsung, mocking Apple for sticking to the same design philosophy year after year. Still, the reactions showed just how fiercely loyal both fanbases remain.

Apple’s Big Reveal

Amid the back-and-forth, Apple unveiled its thinnest iPhone ever – the iPhone Air, measuring just 5.6mm, beating Samsung’s Galaxy S25 Edge at 5.8mm. It comes with a 6.5-inch Super Retina XDR OLED display, a single 48MP Fusion rear camera with 2x optical-quality zoom, an 18MP front camera with Center Stage, and runs on the A19 Pro chip. Apple also claims up to 27 hours of video playback despite the ultra-thin design.

Alongside the iPhone lineup – iPhone 17, 17 Pro, 17 Pro Max, and iPhone Air –Apple also introduced AirPods Pro 3, Apple Watch Series 11, Apple Watch SE 3, and the Apple Watch Ultra 3.