Samsung mocks Apple's foldable debut with 'Welcome to Foldables' campaign
The foldable market leader used global billboards to frame Apple as a latecomer just hours before the iPhone Duo launch.
Samsung has launched a provocative global marketing campaign aimed directly at Apple's entry into the foldable smartphone market. The move seeks to assert Samsung's dominance in a category it has led for years just as its primary rival prepares to release its first folding device.
On September 8, 2026, Samsung debuted the "Welcome to Foldables" campaign, which featured a teaser video and high-profile digital billboards in three of the world's busiest hubs: Times Square in New York City, Shibuya in Tokyo, and Piccadilly Circus in London. The campaign showcased Samsung's current foldable lineup, including the Galaxy Z Fold 8, the Galaxy Z Fold 8 Ultra, and the Galaxy Z Flip 8. The timing was precise, occurring just hours before Apple's scheduled unveiling of the iPhone Duo on September 9, 2026. According to confirmed reports, the iPhone Duo will enter the market with a starting price of $1,999.
A Seven-Year Head Start
Samsung has dominated the foldable sector for seven years, utilizing that time to iterate on hardware and secure a massive lead in market share. While Apple remained absent from the category, Samsung evolved its designs to meet shifting consumer demands. Most recently, the industry has trended toward "wide fold" form factors, a design philosophy Samsung integrated into the Galaxy Z Fold 8 to maximize screen utility and productivity.
The Battle for Innovation
The entry of Apple into the foldable space represents a pivotal shift in the smartphone landscape. Historically, Apple's arrival in a new product category accelerates mainstream adoption and forces existing competitors to accelerate their own innovation cycles. By launching the "Welcome to Foldables" campaign, Samsung is attempting to control the narrative. Rather than allowing Apple to be seen as the disruptor, Samsung is framing the iPhone Duo as a belated entry into a mature market that Samsung already perfected.
What to Watch
As the iPhone Duo hits the market, the industry will be watching to see if Apple's ecosystem integration can overcome Samsung's technical head start. While the pricing for the Duo suggests a premium positioning, it remains to be seen how the device's hardware compares to the Z Fold 8 Ultra. Market analysts will now monitor whether Apple's entry expands the total foldable market or simply shifts existing loyalties between the two tech giants.