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BTS fans were amused and intrigued when they noticed a surprising detail in a recent Samsung campaign clip featuring Jungkook. The clip, part of Samsung’s “Say It With Galaxy” campaign at Central World, one of Bangkok’s largest shopping complexes, included footage of Jungkook holding an iPhone instead of a Samsung device.
The scene was from Are You Sure, a travel variety show starring Jungkook and his bandmate Jimin, filmed before the duo’s enlistment in December 2023. The campaign encouraged attendees to capture cherished moments using Galaxy's AI-powered camera feature, but fans couldn't help but focus on the unexpected appearance of an iPhone in the clip.
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This lighthearted moment quickly became a topic of discussion across social media, with fans jokingly speculating that Samsung must have been confident viewers wouldn’t notice the phone but would focus only on the BTS member himself. An X user, @Stigmakthjjk, wrote.
"They knew people wouldn't look at his cell phone but at him."
Others also joined and took the clip in stride, poking fun at the moment while celebrating the idol's enduring charm.
"He is literally holding an iPhone," an X user added.
"samsung said focus on jungkook not to damn iphone," a fan commented.
"I'm not sure if Samsung was being cheeky here or if they overlooked that Jungkook was actually using an iPhone or they just didn't care because people would just see Jungkook on the screen and read 'Samsung Galaxy' around him and connect the two,' a person remarked.
"It's like he's promoting Iphone on Samsung event. SAMSUNG VS IPHONE. .... Who will win at the end. Instant Iphone promo, SAMSUNG products are also getting sold. ...it's like win-win situation," another user wrote.
Some fans noted that even after a year of military service and being out of the spotlight, the artist's influence remains unmatched. They humorously pointed out that Samsung featured him in a campaign titled "Say It With Galaxy," yet he’s seen using an iPhone—and the company doesn’t seem to mind.
"Only Jungkook can have that much impact that Samsung would put him in a campaign that is literally “say it with Galaxy” but Jungkook is saying it with an iPhone & they don’t care," a fan added.
"They didn't even care if he's using an iphone lmao I'm sobbing. They just wanted him," an X user wrote.
"Not them using a clip of him using an iphone during a samsung event oh my god you don't get it- they said jungkook's impact in the video is bigger than anything else, even whilst he's using a phone from their biggest competitor," another person commented.
More about BTS and Jungkook's ambassadorship with Samsung
For years, the group has played a significant role in promoting Samsung as its brand ambassador while significantly boosting its global presence. This collaboration began in February 2020 and included iconic projects like the BTS-themed Galaxy S20+ and Galaxy Buds+ editions.
The partnership also featured a memorable Times Square collaboration video in New York in August 2022.
There has been no official confirmation about BTS members ending their contracts with Samsung. However, speculation suggests that some members, including the Euphoria singer, may not have renewed their agreements with the tech giant.
Previously, BTS members were known to either censor or exclusively use Samsung phones when posting selfies on social media. Now, the Seven singer has been spotted using an iPhone on several occasions including all the episodes of the latest 'Are You Sure?!' series.
Similarly, his bandmate V initially edited or covered the iPhone logo in his mirror selfies with emojis, but more recently, as their solo careers have gained momentum, they have openly shared posts using iPhones.
The Still With You singer is expected to rejoin the spotlight with BTS in June 2025, once all members complete their military service. Meanwhile, he recently made headlines by becoming the only K-pop soloist to achieve three solo awards at the Billboard Music Awards—one from last year and two this year for his debut solo album, GOLDEN.
