Many brands joined the Apple-mocking bandwagon as a result of reports that the iPhone 6 bends in owners' pockets, this week.
The issue went viral on social media with Twitter using the hashtag #Bendgate almost 90,000 times on Wednesday 24 September.
Expectantly, smartphone rivals were quick to release ads mocking Apple’s unfortunate flaw. LG even released a video showing just how durable its phones are.
— LG Electronics UK (@LGUK) September 24, 2014
Our phone doesn't bend, it flexes...on purpose. #bendgatepic.twitter.com/d1DudxDQgf — LG USA Mobile (@LGUSAMobile) September 24, 2014
Korean mobile firm Samsung was especially ruthless, basking in Apple’s failure.
— Samsung Mobile (@SamsungMobile) September 25, 2014
Samsung react to #BendGate on #iPhone6plus#advertisingpic.twitter.com/KnHkyU6HO3 — Simon Sugar (@Amscreen_Simon) September 25, 2014
Chinese mobile firm Xiaomi took released an obscure yoga-centric ad.
— Mi (@xiaomi) September 25, 2014
Outside of the usual market competitors, some unlikely brands took a swipe at the Californian electronics giants. Ford rode the #Bendgate social media wave with a comment on how its products thrives on curves
Chocolate brand KitKat took the backlash to a whole new level with this ad.
We don't bend, we #break. #bendgate#iPhone6pluspic.twitter.com/uippCg4kCi — KITKAT (@KITKAT) September 24, 2014
And finally, Lighting firm Delta Lights told its followers that its lights are supposed to be bent.
— Delta Light (@deltalight) September 25, 2014
Apple said it will replace faulty devices on a case-by-case basis in a statement released on Thursday.
Naturally, social media in general has been cruel towards owners of the new iPhone 6s, with a prank site - started by 4Chan - even encouraging owners to microwave their devices as part of Apple’s new ‘Wave’ charging feature.
The brands lagged behind the rest of the web with their ads however - by the time they acted, hundreds of mock-up images boasting the iPhone 6 Plus' new bending feature were already published.