Samsung jabs Apple's foldable debut with 'Tim Cook' lookalike ad

Samsung has launched a provocative promotional campaign for the Galaxy Z Fold 8 that leverages a striking coincidence to needle its primary rival. The ad features a man named Tim Cook who bears a strong resemblance to the CEO of Apple, signaling a bold offensive as the foldable market expands.

Released by Samsung New Zealand, the campaign centers on a man who is not the tech mogul, but a real estate agent from Palmerston North, New Zealand. The ad mimics the cinematic, high-production style typical of Apple's own product launches. This timing was intentional, as the campaign was specifically designed to coincide with Apple's official entry into the foldable smartphone market with the announcement of the iPhone Duo.

A history of corporate rivalry

This latest stunt is the newest chapter in Samsung's long-standing tradition of "dunking" on Apple through its marketing. Over the years, Samsung has consistently targeted Apple's hardware and service choices, producing ads that mocked the iPhone's notch, the long queues associated with new iPhone launches, and the Apple "Genius Bar" support system.

More recently, Samsung shifted its focus toward Apple's brand image. Following the backlash to Apple's "Crush" iPad advertisement—which showed a hydraulic press destroying creative tools—Samsung responded with a campaign emphasizing that true creativity cannot be crushed. By blending humor with corporate aggression, Samsung has positioned itself as the more agile and daring of the two giants.

The battle for foldables

The decision to target the iPhone Duo launch highlights the intensifying competition in the premium smartphone sector. For years, Samsung has enjoyed a dominant position as the primary provider of foldable devices, but Apple's entry into the space threatens that monopoly. By using a lookalike of Apple's leader, Samsung is employing psychological marketing to frame itself as the established innovator and Apple as the latecomer.

What to watch

As the iPhone Duo hits the market, industry analysts will be watching to see if Apple responds to Samsung's aggressive marketing or maintains its typical corporate silence. While the "Tim Cook from Palmerston North" ad has already generated significant social media traction, the real test will be whether Samsung's market share in foldables holds steady against the arrival of the Apple ecosystem in the foldable category.