You knew it was coming sooner or later.

Samsung, arguably Apple's biggest competitor in the smartphone market, took a jab at Apple early Thursday for the kerfuffle over the news that the new iPhone 6 Plus may bend after sitting in one's pocket for too long.

Samsung wasn't the only competitor to troll Apple. LG and HTC also joined in on Wednesday.

Designed to withstand the most demanding environments. Like your pockets. #HTCOneM8 — HTC USA (@HTCUSA) September 24, 2014

A range of non-tech brands also chimed in. Because they're brands.