Samsung’s New Ad Trolls Apple Ahead of iPhone 17 Release Date

Samsung’s “Real Upgrade” Ad Takes Aim at Apple

Samsung has a long tradition of roasting Apple in its marketing, and the company’s latest ad doesn’t hold back. Titled “The Real Upgrade”, the video puts the Galaxy Z Fold 7 directly against the iPhone 16 Pro, highlighting one very specific difference: AI-powered image generation.

The ad ends with a smug question—“Can your phone do that?”—as an iPhone user hides their device in defeat.

This isn’t new territory for Samsung. Over the years, its ads have mocked everything from Apple’s infamous “wall huggers” with dying batteries to the long lines outside Apple Stores. Most recently, Samsung poked fun at Apple’s iPad Pro M4 commercial with its “UnCrush” Galaxy Tab S9 spot.

Why This Matters for Apple and the iPhone 17 Release Date

Apple introduced “Apple Intelligence” alongside the iPhone 16, but so far, its AI features trail behind Samsung’s Galaxy AI, which runs on Google’s Gemini model. With Apple reportedly considering a Gemini partnership of its own, Samsung is capitalizing on the gap while it can.

That’s why the timing of this ad is key—rumors of the iPhone 17 release date are building, and Apple fans will be expecting major AI upgrades in next year’s models. If Apple fails to close the gap, Samsung will have even more material for its ongoing trolling campaign.

A Fun Jab or Cheap Shot?

Samsung’s ad strategy is polarizing. Some viewers find the humor refreshing and lighthearted, while others see it as a distraction from real product innovation. Either way, it works—Samsung’s digs at Apple get people talking.

With the iPhone 17 release date likely less than a year away, Apple has limited time to prove that it can deliver the AI features Samsung is flaunting today. Until then, expect more ads like this one.