Samsung takes savage swipe at Rosé's 'New Trick' iPhone 18 Pro collaboration 'could'vejust asked us'

Rosé has found herself at the centre of a playful tech rivalry after Samsung appeared to take a direct swipe at her new Apple collaboration.

The BLACKPINK star is promoting her upcoming single "New Trick" through Apple's latest "Shot on iPhone" campaign, with the accompanying music video filmed entirely using the newly unveiled iPhone 18 Pro. Directed by Dave Meyers, the project places Rosé at the centre of Apple's promotion for its latest professional smartphone camera system.

Amid the promotion, Samsung entered the conversation with a pointed comment on Rosé's social media post. The Samsung account wrote, "if you needed a real phone you could have just asked us."

The timing is particularly notable because Apple unveiled the iPhone 18 Pro on September 9, 2026, with Rosé appearing as one of the major creative faces associated with the new device. Her collaboration with Apple was revealed alongside promotional material for "New Trick", including footage shot entirely on the new smartphone.

The full song is scheduled to arrive around September 17 in some markets and September 18 in others because of international release times. Reports have listed the release as September 17 at 7pm EST, which corresponds to September 18 in several Asian markets.

Meyers, who directed the "New Trick" video, has already worked with Rosé and BLACKPINK. He previously directed BLACKPINK's 2025 music video for "Jump", making the new project another collaboration between the singer and the filmmaker.

The song itself also marks a change in direction for Rosé. Speaking to Vogue, she explained that she created "New Trick" with frequent collaborator Amy Allen shortly after her appearance at the Met Gala. The track moves towards a brighter and more playful sound following the emotional material associated with her 2024 album Rosie.

Apple's involvement gives the release an additional promotional angle, as the music video doubles as a showcase for the iPhone 18 Pro's camera capabilities. Apple introduced the device with a 48MP Fusion Main camera featuring variable aperture, alongside upgraded controls and video features aimed at professional style shooting.

Samsung's comment therefore arrives during a particularly visible moment for the two technology giants. Apple has just launched its newest iPhone generation, while Samsung has been aggressively promoting its own smartphones and responding to Apple's latest announcements on social media. Reuters has reported that Samsung has used its marketing campaign to reinforce its position as Apple enters several technology categories where Samsung already has established products.

For Rosé, however, the attention adds another layer to the rollout of "New Trick". The BLACKPINK singer is preparing the standalone single while her second solo album is expected in 2027.