Samsung has once again taken a playful swipe at Apple, turning the rumoured Burgundy colour of the upcoming iPhone 18 into another talking point in the companies’ long-running smartphone rivalry. The South Korean technology giant appears to be reminding Apple fans that a similar colour has already appeared on Samsung smartphones several years ago.
Although the discussion may seem like a small detail in the smartphone market, it highlights how even colour choices can become part of the competition between two of the world’s most recognised smartphone brands.
Samsung Questions the Uniqueness of Burgundy
The latest exchange centres on reports suggesting that Apple may introduce an exclusive Burgundy finish for the iPhone 18. The rumoured shade has attracted attention among technology enthusiasts, particularly those interested in the design changes expected in Apple's next-generation smartphone.
Samsung responded with a lighthearted remark pointing out that it had already offered a similar Burgundy finish on its smartphones around four years ago. The message appeared to challenge the idea that the colour could be presented as something entirely new in the smartphone industry.
Rather than criticising Apple's products directly, Samsung used humour to highlight the similarities between the two brands' design choices. This approach fits into a familiar marketing strategy in which smartphone manufacturers use small differences and similarities to attract attention online.
However, the exact appearance of Apple's rumoured Burgundy finish remains uncertain until the company officially reveals its colour options.
A Long-Running Rivalry Between Samsung and Apple
Samsung and Apple have competed for years across several areas of the smartphone market, including camera technology, display quality, performance, battery life and device design.
Apple is widely recognised for its carefully controlled product launches and distinctive design language. Samsung, meanwhile, offers a broad range of smartphones and regularly promotes its hardware innovations, display technology and customisation options.
Their competition also extends beyond technical specifications. Both companies use advertising, social media posts and promotional campaigns to present their products as attractive alternatives to those of their rivals.
Samsung has previously used Apple's product decisions as opportunities for humorous marketing. These moments often generate online discussions, allowing the company to reach audiences without relying entirely on traditional advertising.
The Burgundy colour debate is another example of how a relatively minor design detail can become part of a much larger conversation about brand identity and originality.
Why Smartphone Colours Matter
Colour may not affect a smartphone's processing speed or camera performance, but it can influence a customer's buying decision. Many people choose a particular finish because it reflects their personal style or makes their device stand out from other models.
Smartphone manufacturers understand this behaviour and frequently introduce new shades to create excitement around product launches. Exclusive colours can also help distinguish one model from previous generations, giving customers another reason to consider upgrading.
If Apple introduces Burgundy for the iPhone 18, the finish could appeal to buyers looking for something different from the traditional black, white and silver options. However, its popularity will ultimately depend on the final design and customers' preferences.
Samsung's response also demonstrates how brands can use colour discussions to promote their own product history and remind consumers of features they have offered in the past.
iPhone 18 Burgundy Colour Is Still Unconfirmed
Despite the growing discussion, Apple has not officially confirmed the iPhone 18's final colour selection. The Burgundy finish should therefore be treated as a rumour rather than a confirmed feature.
More details about the device's design, specifications and available finishes will be needed before any firm conclusions can be drawn.
For now, Samsung has managed to turn a rumoured colour option into another entertaining moment in its competition with Apple. Whether Burgundy becomes one of the iPhone 18's most popular finishes remains to be seen.
One thing is clear: in today's smartphone market, the battle between major brands is not limited to powerful processors and advanced cameras. Sometimes, even a colour can become a marketing opportunity.
