Why can't everyone just play with their toys and get along nicely? It's often the fans themselves who fuel the various tech wars between rival corporations, but like there are just five companies who control the planet in Alien: Earth, it sometimes feels like actual humanity is heading toward this dystopian future.
The continuously cutthroat world of tech has seen two giants go against each other following Apple's reveal of the iPhone Air 17. Much like there were complaints about June 2025's WDCC reveal of its Liquid Glass update, the Apple community continues to prove it's hard to please.
More than this, the debate of iOS versus Android has once again reared its head, as Samsung has waded into the situation and seen it as the perfect chance to take a few shots at its rival.
Although we imagine the Samsung social media team was just having a little fun at Apple's expense, it might've backfired. Samsung thought it got the last laugh with its 'iCan'tbelieve’ hashtag, but playing the phone megacorp at its own game, the UK-based Nothing has fired over its own jibe.
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The first Nothing Phone launched as a budget alternative to other Android devices back in July 2022, and since then, we've seen multiple iterations. The Nothing Phone (3a) Pro arrived on the scene in July 2025, boasting a 6.67-inch AMOLED display, Snapdragon 8s Gen 4 processor, and a triple 50MP rear camera setup. This model also brought Nothing to the USA for the first time, including a $799 price tag.
While Nothing might not have the weight of Samsung, this David and Goliath situation unfolded in hilarious style. Posting on X, the Nothing account sniped: "And just like that, Samsung Mobile US admin goes back into hibernation until next September."
It's true that a scroll back through Samsung's posts reveals that it's not exactly the most active account or the most imaginative, making the sudden beef with Apple even more unusual.
Responding to Nothing's burn, one person said: "Samsung’s Social Media Job description: Be overwhelming obsessed with Apple, cringe, and contradictory to anything they end up releasing later because all they know how to do is copy Apple instead of innovating like they used to."
Another joked: "Sleep mode activated."
A third said: "Like most 5 year olds, they gotta take a quick nap after being obnoxious."
Others were equally vexed at Nothing, as someone else concluded: "I'm using nothing phone 2a... It lags.... please stop giving ufs 2.2....shame on you, you're focusing on other brands chit chat instead of improving the Nothing...Pricing is also bad for Nothing Phone 3..."
The battle lines have been drawn, and like with all of these things, you're unlikely to pull either Apple or Samsung fans away from the phone of their choice. Either way, it's a pretty clever marketing move for Nothing, which has garnered far more reposts than Samsung mocking Apple.