Priyanka Tiwari
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Suspense crime, Digital Desk : It wouldn't be a major Apple event without a swift and cheeky response from its biggest rival, Samsung. Shortly after Apple unveiled its new "Apple Intelligence" and iOS 18 features at the Worldwide Developers Conference (WWDC), Samsung took to social media to subtly remind everyone that many of these "innovations" have long been available on its Galaxy devices.
Customizable apps? Floating bars? That sleek glass UI? Looks… familiar ????
— Samsung Mobile US (@SamsungMobileUS) June 9, 2025
In a post on its official X (formerly Twitter) account, Samsung took a clear jab at Apple's announcements without ever mentioning its competitor by name. The post highlighted features that sounded suspiciously similar to what Apple had just presented as new, including:
Customizable app layouts
Floating toolbars
A "sleek glass UI"
The underlying message was unmistakable: "Been there, done that."
A Battle of "Firsts"
For years, Samsung has positioned itself as the true innovator in the smartphone space, often introducing features long before they arrive on the iPhone. This latest exchange is a classic example of that strategy.
New to live translations? Welcome aboard! We’ve been translating text and speech in real-time for a while now… #GalaxyAI
— Samsung Mobile US (@SamsungMobileUS) June 9, 2025
Customization: While iOS 18 will now allow users more freedom to place app icons and change their colors, Samsung's One UI has offered extensive customization for years. For power users, Samsung's "Good Lock" app provides a level of personalization that is still far beyond what Apple offers.
Artificial Intelligence: The core of Apple's keynote was "Apple Intelligence." However, Samsung launched its comprehensive "Galaxy AI" suite earlier this year with the Galaxy S24 series. Features like real-time translation (Live Translate), advanced photo editing (Generative Edit), and a new way to search (Circle to Search) are already in the hands of Samsung users. Apple's new Writing Tools and Image Playground draw clear parallels to these existing Galaxy AI capabilities.
The Rivalry Heats Up
Samsung's playful trolling is a smart marketing move designed to cut through the hype of Apple's keynote. It serves to reinforce the perception among its user base that they are ahead of the curve and to cast doubt on Apple's claims of groundbreaking innovation.
AI is coming to your watch? Cute. Ours already knows when you’re too tired to care ???? #GalaxyAI
— Samsung Mobile US (@SamsungMobileUS) June 9, 2025
While Apple's strength lies in the seamless integration of its features across its entire ecosystem, Samsung is making it clear that when it comes to individual features and the underlying technology, they believe they had the first word. The classic smartphone war is alive and well, and consumers are the ones who ultimately benefit from the constant one-upmanship.
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