Samsung just can’t help itself—and honestly, we love to see it.
At its latest Unpacked event, Samsung finally pulled the wraps off the Galaxy S25 Edge. But beyond the shiny hardware and hyped specs, the spotlight quickly turned to a not-so-subtle jab at Apple. During her presentation, Samsung’s Rachel Roberts—Product Management lead—took a cheeky swing at Apple Intelligence with a line that clearly wasn’t just a throwaway:
“It comes with all the incredible AI experiences that over 200 million users are loving, and they’re here now, not coming soon.”
Oof. That “not coming soon” line? Yeah, that was aimed squarely at Cupertino, where Apple Intelligence has been crawling out of beta life. When Apple unveiled its AI ambitions last year, it left many iPhone users twiddling their thumbs while waiting for features to actually, well, exist. Samsung, meanwhile, has gone full throttle—Photo Assist, Audio Eraser, Writing Assist, Gemini integration, you name it—it’s all baked into the Galaxy S25 Edge out of the box.
But let’s be real: this isn’t the first tech roast in the history of phone wars.
Samsung and Apple have been throwing shade at each other for years—from mocking the iPhone’s notch and charging brick removals to Apple’s infamous “green bubble” ecosystem lock-in. Remember when Samsung dropped an ad showing an iPhone user “growing up” for a decade while waiting for features Galaxy phones already had? Petty? Maybe. Entertaining? Absolutely.
And Google’s no saint here either. Pixel ads have poked fun at iPhones for missing out on AI tools, Magic Eraser, and live translation. Late last year, Samsung took another jab at Apple for their lack of foldable devices in their smartphone lineup.
In this high-stakes AI race, everyone’s flexing—Samsung’s just doing it with a bit more sass. Whether you love or loathe this kind of brand banter, it looks like it’s here to stay.
And hey, if Apple’s still “coming soon,” Samsung’s already at the party. Check out the video below from minute 7:50.
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