Samsung has launched a pointed marketing campaign targeting Apple’s recent entry into the foldable smartphone market. The advertisement, titled "Slice," uses a visual metaphor to highlight the significant time gap between Samsung’s pioneering foldable technology and Apple’s latest hardware release.
The campaign arrives as the competition between the two tech giants intensifies, specifically regarding the form factor of their premium devices. By emphasizing its long-standing history in the foldable space, Samsung is positioning itself as the established authority in a category where Apple is currently a newcomer.
The Visual Metaphor of the "Slice" Ad
The Instagram-based advertisement features a green apple being sliced into pieces. One of these slices rolls past a visual timeline of Samsung’s Galaxy Z Fold series, beginning with the original model released in 2019 and concluding with the current Galaxy Z Fold 8. The imagery serves as a direct critique of the iPhone Duo.
The ad underscores the price and design similarities between the two companies' flagship devices. The Galaxy Z Fold 8, which debuted in July, carries a $1,900 price tag and features a passport-style folding design. This mirrors the $1,999 iPhone Duo, which Samsung suggests is arriving years late to a market that the Korean manufacturer has been cultivating for nearly a decade.
A History of Competitive Rivalry
This marketing tactic is part of a long-standing tradition of Android manufacturers highlighting Apple’s tendency to adopt hardware features and design trends long after they have become standard on other platforms. Samsung has frequently utilized its advertising budget to frame Apple as a follower rather than an innovator in the mobile space.
However, industry observers note that Apple’s strategy often involves waiting for a technology to mature before integrating it into its ecosystem. A historical example of this pattern is wireless charging; while Android devices featured the technology years earlier, Apple eventually helped develop the Qi2 standard, which introduced faster speeds and magnetic alignment. By the time the iPhone 17 Pro was released, it performed well enough to lead in independent lab tests for wireless charging speed.
Market Implications for Foldable Devices
The release of the iPhone Duo marks a significant shift in the foldable market, but it also invites scrutiny from established players. As Apple works to solidify its presence in this new category, it is likely that other manufacturers, including Google and Motorola, will continue to use creative marketing to emphasize their own head start.
While Samsung’s "Slice" ad is a clear attempt to sway consumer perception, the long-term success of the iPhone Duo will depend on how well Apple’s software and hardware integration resonates with users compared to the refined, multi-generational experience offered by the Galaxy Z Fold 8.
