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Samsung chooses irony, tells Apple "Welcome to foldable phones" - The battle between the two giants begins

2026-09-10 18:02:38Lifestyle SHKRUAR NGA REDAKSIA VOX

Samsung chooses irony, tells Apple "Welcome to foldable phones" - The

Reuters/ Samsung has chosen irony to respond to Apple's entry into the foldable phone market. After the introduction of the iPhone Duo, Apple's first foldable model priced at $ 1,999, the South Korean company launched an advertising campaign that highlights its many years of experience in this category.

In major cities like Seoul, Tokyo, and London, Samsung has placed ads with the slogan "Welcome to Foldables," recalling that it itself entered this market in 2019. The company is also promoting the Galaxy Z Fold 8, introduced less than two months ago, priced at $1,899 and equipped with Google's Gemini artificial intelligence.

But the battle isn't limited to ads. After Apple's launch, Samsung published a series of sarcastic tweets on the X, accusing its rival of recycling old ideas. Among the jabs were "reheating our leftovers" and "So far, so same," a play on words to suggest that Apple didn't bring any major innovations.

Apple, on the other hand, is trying to present the iPhone Duo as an alternative to the problems it says existing foldable phones have. The company's new CEO, John Ternus, criticized the current models, saying they look "like two phones awkwardly stuck together."

The iPhone Duo has adopted a passport-like shape, a concept that Samsung also uses in the Galaxy Z Fold 8. However, analysts see the $1,999 price tag as an aggressive move by Apple: only about $100 more than Samsung's rival.

According to Counterpoint Research, Apple's entry could significantly change the balance in this market. The company predicts that Apple will reach 25% of the foldable phone market, while Samsung is expected to hold around 38%.

Samsung has the advantage of eight generations of foldable phones and a large global distribution network. The irony is that Apple is entering this battle using the supply chain that Samsung has built over the years: the foldable screens of the iPhone Duo are manufactured by Samsung Display.

CCS Insight analyst Ben Wood sums up Apple's strategy differently: the company typically doesn't rush to be first, but waits until a technology matures and then enters the market.

So, seven years after Samsung launched the first foldable phone for the general public, its biggest rival has finally arrived. And Samsung's message is simple: welcome, Apple — we've been here since 2019.


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