Steve Jobs must be rolling over his grave right now over #bendgate, the hashtag assigned to the new iPhone 6’s easily bending aluminum frame. The Apple, Inc. founder was known for his poor handling of iPhone launch issues, throwing fuel on a social media fire that merely amplified the original problem.

In a press conference back in 2010, when the iPhone 4 launch was plagued with antenna issues, Jobs stated that making a bigger phone may have solved the issue, but added that “no one’s going to buy that.” Fanboys lost hope of ever seeing a bigger iPhone, perhaps believing Jobs when he said the iPhone’s 3.5” display was the perfect size – until last year when Apple, under the new leadership of Tim Cook, released the iPhone 5S with its 4” display.  The Cupertino giant has continued to evolve beyond Jobs’ initial ideals, releasing two bigger iPhones this year, but maybe Apple should’ve stuck to Jobs’ original plan considering the iPhone 6’s bendable frame.

This embarrassing kerfuffle has been dubbed as #bendgate, but where did this get started?

The origins of #bendgate

#Bendgate was quick to go viral when Unboxed Therapy released a video of the show host bending the new iPhone. Who would pass up the opportunity to see an expensive device being bent with one’s bare hands?

Apple was quick to address #bendgate, stating that since it started selling the iPhone 6 and 6 Plus, they have only received nine bend-related complaints. It was followed by the Cupertino giant showing CNBC its bend-testing facility to ensure that its devices won’t easily break or bend, for that matter.

There’s no definitive number as to how many iPhone 6 and 6 Plus have now been bent, but the popular meme has given several familiar brands the ammunition to hit Apple where it hurts.

The best of #bendgate

@KitKat

We don’t bend, we #break. #bendgate#iPhone6pluspic.twitter.com/uippCg4kCi

— KITKAT (@KITKAT) September 24, 2014

@ASUS

The clear choice is the one that stands out. #ZenFone#BendGatepic.twitter.com/KxgKj4rW9N

— ASUS (@ASUS) September 26, 2014

@MillerLiteMX

Sorry, Apple… #BendGatepic.twitter.com/iELtEq0EM5

— Miller Lite México (@MillerLiteMX) September 26, 2014

@CocaCola_GB

We’ve only ever had curves in all the right places #bendgatepic.twitter.com/D7MD81VZli

— Coca-Cola GB (@CocaCola_GB) September 25, 2014

@HTCUSA

It’s not the material. It’s what you do with it. #HTCOneM8#bendgatepic.twitter.com/vbcxNG5cvW

— HTC USA (@HTCUSA) September 25, 2014

And if you’re iPhone 6 or 6 Plus is afflicted with #bendgate, head on to MobileFun to get the latest “repair kit“.