On September 11, just as Apple wrapped up its launch event for the iPhone 17 series, Samsung quickly launched a hashtag campaign, #iCant, on the social media platform X. Through a series of posts, Samsung poked fun at the iPhone 17 series, pointing out its deficiencies in hardware specs, features, and innovation. Samsung underscored its dominance in foldable screen technology, drawing a comparison between the iPhone 17 series' trio of 48-megapixel cameras and its own 200-megapixel lens. Additionally, Samsung took a jab at Apple, noting that the new sleep-scoring feature on the Apple Watch was something Samsung devices had already incorporated.