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after reading all the comments, I figured it out. Once you turn mid way and it feels like it can't turn any more, push up with a little force and continue to turn. You will hear water gush in.

For some reason, there is an extra notch on each side. If you compare an old filter to the new ones, the old ones had two notches. The new ones have three, which makes no sense considering the fridges that have been made the last few years have been using the new filter, which is long and slender, like a cylinder. Whether you buy one in a store or on line, they all have that third notch now. If you haven't already figured it out, the furthest notch to the left has to come off. This can be done pretty easy with a steak knife or any knife with rigid teeth. Just saw it off on both sides and ta-da, done. There are a couple of videos on TH-cam showing this. Pretty simple. So don't waste your time returning it to amazon or the retailer you bought it from. They all have it now.

Richie Cai This is what worked for me. It had only 2 notches as it should but would only turn a little. I followed your advice and had to apply so much force I thought I might break the holder. It turned further and I heard it fill with water. Worked like a charm .... thanks!

@@polythenepepper Dude! I did the same thing. I was sure I was gonna twist the whole thing right out of the back of my fridge lol. I'm not kidding when I say I had to REALLY TWIST THAT MOFO HARD. Works perfect now though hahaha