FORTUNE — When your only tool is a computer, to butcher Maslow’s hammer law, the whole world looks like a platform war. So it was Monday, as the tech press sifted through the morning-after debris of Oscar 2014.
Exhibit No. 1: The attached photo.
It was posted on Ellen DeGeneres’ Twitter account at 10:06 p.m. Sunday and within 12 hours had been retweeted more than 2.6 million times — a new world record for any tweet (the old: Barack Obama’s “four more years” at 782,000).
DeGeneres’ selfie was promptly scored “A Huge Win for Samsung” by headline writers because it was shot with one of Samsung’s Galaxy Note 3 smartphones.
As it often is for big live TV events (Winter Olympics, SuperBowl, etc.), Samsung was a tentpole sponsor of ABC-TV’s Sunday night’s broadcast. Apple (AAPL) was not.
Unlike most of the Oscar contestants, however, the iPhone maker did not go home empty handed. Marketing Land‘s Danny Sullivan dug a little deeper into DeGeneres’ tweets and discovered that while five were posted from a Galaxy Note 3 — a loaner, perhaps? — four came from an iPhone. (The 10th went through Adobe Social and could not be traced).
LINK (just for fun): Ellen DeGeneres’ Opening Monologue