In the tech industry, irony frequently garners attention, and few tales illustrate this better than that of Sam Sung, the Apple employee who inadvertently became an internet sensation. More than ten years ago, his business card went viral due to a humorous coincidence: his name resembled that of Apple’s main competitor, Samsung. In 2012, someone discovered a business card that read ‘Sam Sung – Apple Specialist’ at a store in Vancouver, Canada. Within hours, the image circulated online, generating laughter, memes, and countless jokes about corporate competition. However, behind this viral episode was a real individual grappling with sudden and uninvited notoriety.
In a recent interview with a well-known publication, Sam, who now goes by Sam Straun, recounted how the incident unexpectedly disrupted his previously tranquil life. ‘I was at my part-time job when my phone began ringing incessantly. For a moment, I thought something dreadful had occurred in my family,’ he recalled. ‘Then I discovered I had gone viral on Reddit—a platform I hadn’t even heard of back then.’ Sam had joined Apple years earlier, initially working at a store in Glasgow, Scotland, where his name garnered no particular attention. However, the situation shifted after his transfer to Vancouver. Following the online spread of his card’s photo, Apple headquarters swiftly took notice.
Although the company did not terminate his employment, management decided to remove him from the sales floor. ‘A reporter had reached out, and shortly thereafter, I was instructed to step back from customer-facing roles,’ Straun stated. ‘Even my colleagues were advised not to identify me.’ Despite his initial anxiety about job security, Sam believes Apple managed the situation judiciously. ‘If they had fired me, it would have escalated even further,’ he acknowledged. ‘It was actually safer for them to keep me on quietly.’ The incident persisted for months, prompting Sam to maintain a low profile. His Scottish accent often worked to his advantage, as many customers who called the store could not link his voice to the viral story.
Nevertheless, the experience induced anxiety. ‘I just wanted to keep my head down and remain employed,’ he expressed. A year later, Sam decided it was time to move forward. Upon leaving Apple, he also shed the name Sam Sung. He adopted Straun, inspired by a small Scottish village, in hopes of starting anew without being remembered as ‘the internet’s favorite irony.’ In a kind gesture, Sam auctioned his original Apple business card, raising $2,500 for charity. Reflecting on the experience, he wishes he had embraced the humor instead of feeling anxious. ‘I wish I’d just laughed about it more,’ he remarked. Even now, however, the name Sam Sung lingers.
‘My friends and family still have me saved as that in their phones,’ he chuckled. ‘They just won’t change it—even after all these years.’