Samsung Mocks Apple's Foldable Debut With 'Leftovers' Campaign
The foldable pioneer leverages a seven-year head start to jab at the newly launched $1,999 iPhone Duo.
Samsung has launched a global publicity offensive targeting Apple following the September 9, 2026, unveiling of the iPhone Duo. The campaign uses social media and high-profile advertising to frame Apple's entry into the foldable market as a late arrival rather than an innovation.
Apple's new book-style foldable starts at $1,999, a premium price point that Samsung has met with a series of public jabs. Samsung Mobile US took to X to tell the tech giant, "Let us know when you’re done reheating our leftovers." This aggressive tone extended to physical infrastructure, with billboards appearing in London, Tokyo, and Seoul featuring slogans such as "Welcome to Foldables" and "The World’s Lightest Fold."
A Seven-Year Head Start
The conflict centers on the timeline of foldable development. Samsung has dominated this niche since 2019, when it released the first Galaxy Fold. Now on its eighth generation of hardware, Samsung is positioning itself as the seasoned veteran of the category. To emphasize this gap, Samsung's Canadian unit released a video featuring Kourtney Kardashian accusing her mother of copying her style, a metaphor intended to suggest Apple is merely imitating Samsung's established design language.
Samsung further teased Apple during its own launch presentation, claiming, "We’ll be over here folding three times," a direct reference to the Galaxy Z TriFold and a critique of Apple's limited variety in foldable form factors.
Market Implications
Despite the public sparring, Apple's entry is expected to validate the foldable category for the mass market. According to projections from Counterpoint Research, Apple is expected to capture 25% of the foldable market. While this is significant, Samsung is still projected to maintain the lead with a 38% market share.
Industry analysts suggest that while Samsung uses humor to assert its role as the innovator, the arrival of the iPhone Duo creates a new pressure point. Apple's massive ecosystem advantage could rapidly erode Samsung's lead, forcing the Korean manufacturer to accelerate the release of more complex hardware, like the TriFold, to stay ahead.
The Road Ahead
As the two giants clash, the focus shifts to whether Apple's premium pricing will deter users or if the brand's prestige will drive a surge in foldable adoption. While Samsung currently holds the tenure and the market share lead, the industry is watching to see if Apple's first attempt can disrupt the established order or if it will remain, as Samsung suggests, a case of reheating old ideas.