Rosé holds iPhone, Samsung responds to 7-year connection

When Blackpink's Rosé appeared holding Apple's new iPhone, Samsung Electronics responded directly via its official account. Given that Rosé, who previously served as the face of Samsung Electronics' Galaxy A series, has now become the protagonist of a new Apple campaign, a peculiar scene unfolded that was more than just a simple comment.

On the 9th, Rosé revealed a mirror selfie holding the iPhone 18 Pro on her Instagram and Apple's official Instagram. Along with the photo, she left the caption, "iPhone, new trick, watch this, watch this ahhhh!!!!" As collaborative content with Apple, Rosé is set to release her new song "New Trick" on the 18th.

While the photo itself appeared to be a standard new song promotion, the atmosphere changed with the appearance of an unexpected "guest." On the 12th, Samsung Electronics Canada's official account left a comment on the post, saying, "If you needed a real phone you could have just asked us."\

A competitor's official account has essentially spoken publicly to a global star holding the latest smartphone from Apple. Rather than being aggressive, the expression is closer to social media marketing that combines wit and provocation, a common tactic used between competing brands. Instead of directly explaining product superiority, the strategy draws consumer attention by inserting itself into the iconic scenes of a rival brand.

However, the reason this comment became particularly noteworthy lies in the past connection between Rosé and Samsung Electronics. This is because Rosé was once a figure representing Samsung Electronics' smartphone brand, but she now appears in Apple's campaign content holding an iPhone.

In April 2019, through the "A Galaxy Event" held in Bangkok, Thailand, Samsung Electronics officially introduced all members of Blackpink as the new ambassadors for the Galaxy A series. At that time, Jisoo, Jennie, Rosé, and Lisa participated in Samsung Electronics' marketing in the Southeast Asian market, centered around the Galaxy A70 and A80.

Samsung Electronics' strategy at the time went beyond simply hiring famous celebrities as advertising models. To expand touchpoints with the younger generation, they combined pop culture icons with the smartphone brand, actively linking Blackpink's global recognition to the product image. During the same period, Samsung Electronics was expanding its reach to young consumers through the "Team Galaxy" global digital campaign and other initiatives.

The official collaboration between Blackpink and Samsung Electronics ended thereafter. In 2021, reports emerged that their contract with Samsung Electronics had ended in August 2020, and it later became a hot topic among fans as the Blackpink members were seen using iPhones. At that time, it was also noted that this was a personal smartphone choice following the end of the contract.

Therefore, there is no need to interpret Rosé's use of the iPhone 18 Pro itself as a "betrayal" of her past collaboration with Samsung Electronics or as a special incident. Since a significant amount of time has passed since the advertising model contract ended, participating in another brand's campaign falls within the category of natural commercial activity.

Rather, the interesting point is the fact that the brand remembers the past competitive dynamic. With the public memory remaining that Rosé was a star who promoted Samsung Electronics' Galaxy A in the past, the Samsung Electronics account leaving a direct comment expanded a simple product advertisement into a small "brand narrative."\

In particular, on social media, a short and witty sentence can create a much stronger impact than long explanations typical of traditional advertisements. Samsung Electronics' comment this time did not compare the specifications of the iPhone 18 Pro or list the advantages of Galaxy, but through the single expression "real phone," it simultaneously invoked both the competitor's product and its own brand.

This aligns with the typical grammar of the so-called "brand battle" that global tech companies have been utilizing on social media recently. It is a method of inducing voluntary spread among consumers without spending separate advertising fees by intentionally mentioning each other's posts or leaving witty reactions to a competitor's trending content.

Furthermore, Rosé possesses symbolism beyond that of a simple advertising model. Having built influence in the global music market through Blackpink and securing international recognition as a solo singer, the mere smartphone she holds in her hand can naturally create a competitive dynamic between brands.

Apple also, in this collaboration, focused on connecting Rosé's musical activities and her new song "New Trick" rather than just putting the smartphone itself at the forefront. By combining the functions of a technical product with a star's cultural influence, the strategy is to make the smartphone a cultural medium where music, fashion, and image intersect.

Ultimately, the protagonist of this scene is not the iPhone 18 Pro or Galaxy, but the global icon Rosé. Having once spoken to consumers while holding Samsung Electronics' Galaxy, Rosé now previews new music while holding Apple's latest device, while Samsung cheekily asserts its presence in the comments section of a rival's post.

This incident highlights how the smartphone market has evolved beyond a battle of hardware specifications into a realm of cultural imagery, fandom, and star influence. Between Rosé, the Galaxy A ambassador from seven years ago, and Rosé appearing in an iPhone campaign today, the shift is not just in the brand she holds, but in the increasingly sophisticated marketing strategies tech companies use to surround global stars.

And Samsung Electronics' remark, "If you needed a real phone you could have just asked us," served as a short, clever way to reinsert its name onto a competitor's stage in the midst of this evolution.