Yesterday Apple held its big keynote at the Worldwide Developers Conference, announcing iOS 26, watchOS 26, as well as some new AI features. Samsung’s US arm couldn’t help but throw shade at Apple, however, for features that already exist on Samsung devices.
It all started with a dig regarding Apple’s massive UI redesign across all of its operating systems.
Customizable apps? Floating bars? That sleek glass UI? Looks… familiar 🤔
— Samsung Mobile US (@SamsungMobileUS) June 9, 2025
Then, Samsung US moved on to live translations, which its devices have had “for a while now”.
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
Finally, the AI features introduced for the Apple Watches didn’t escape Samsung’s trolling either, see for yourself:
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
It’s customary for smartphone makers to pick on each other like this – Apple sometimes does it too, but during its keynotes, not on X.
That said, it’s also normal for companies to be inspired by what their competitors are doing (with very few exceptions – Sony?), since they don’t exist in a vacuum and the market is highly competitive. But at the end of the day, we’re not ones to refuse having some fun.