Apple’s iPhone 17 series, launched during the September 9 ‘Awe Dropping’ event, has captured significant attention in the tech industry. However, as millions watched Apple present its newest flagship, competitors Google and Samsung ensured they were part of the dialogue. Both companies swiftly made pointed remarks—Google focusing on Apple’s lag in AI, while Samsung teased the lack of foldable iPhones. Google humorously critiques Apple. Known for its playful ads contrasting Pixel devices with iPhones, Google continued this tradition following Apple’s announcement. Just a day post-reveal, Google released a new advertisement featuring the Pixel 10 Pro, engaging in a humorous exchange with an iPhone. Set on a farm, the iPhone is comically seen attempting to make chickens sing.
When the Pixel inquires about the situation, the iPhone claims it’s mimicking a video previously shown by the Pixel. The Pixel then points out that the clip was created using Gemini AI, not real chickens—a witty jab at Apple’s ongoing challenges in keeping pace with Google’s progress in generative AI. The humor persists when the iPhone references a viral video of turtles running a bank. Once more, the Pixel affirms it was AI-generated with Gemini. In a bid to not fall behind, the iPhone awkwardly gathers turtles to teach them math, hinting at Apple’s struggle to catch up in the AI competition. The ad concludes with the tagline, ‘Ask more of your phone,’ underscoring the Pixel 10 Pro’s AI-centric focus.
Additionally, Google is enticing buyers with a year of Google AI Pro free with every Pixel 10 Pro purchase. Samsung emphasizes foldables. Samsung, a major competitor to Apple in the smartphone market, took to social media to underline the shortcomings of the iPhone 17, especially regarding foldable technology. The Samsung Mobile US account revisited a 2022 tweet stating, ‘Let us know when it folds,’ and humorously quoted it with, ‘#iCant believe this is still relevant.’ This comment served as a subtle reminder that, despite extensive speculation, Apple has yet to release a foldable iPhone. Having launched its first Galaxy Fold in 2019, Samsung maintains a leading position in this category with devices like the Galaxy Z Fold 7.
Samsung also targeted Apple’s camera features, tweeting a comparison of the iPhone 17 Pro Max’s triple 48-megapixel camera to the Galaxy S25 Ultra’s 200-megapixel main camera, remarking, ’48MP x 3 still doesn’t equal 200MP.’ In a final effort to attract Apple users, Samsung initiated a giveaway in the US. Referring to Apple’s keynote as a ‘Zzz-note event,’ the promotion invites unhappy iPhone customers to make the switch. The winner will receive a Galaxy Z Fold 7, Galaxy Buds 3 Pro, and a Galaxy Watch 8 Classic for free. The rivalry intensifies. While Apple’s ‘Awe Dropping’ event may have garnered headlines, Google and Samsung ensured the discussion continued.
Through Google’s playful AI parody and Samsung’s foldable showcase, both rivals reminded audiences that Apple faces tough competition on several fronts.