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‘Reheating our leftovers’: Samsung takes aim at Apple’s foldable iPhone with global ad campaign
Sep 11, 2026
📍 Phliadelphia,PA, USA
### Samsung Takes Aim at Apple With Sarcastic Campaign Over Foldable iPhone
Samsung has launched a pointed global marketing campaign targeting Apple following the long-awaited arrival of the iPhone Duo, Apple’s first foldable smartphone.
Apple unveiled the foldable device on Wednesday with a starting price of $1,999 in the United States, entering a market where Samsung has maintained an early lead for several years.
During the launch event, Apple CEO John Ternus appeared to criticize existing foldable smartphones, saying they could feel like “two phones awkwardly stuck together.”
Samsung quickly responded across social media, using a series of sarcastic posts to highlight its experience in the foldable category.
Samsung Canada posted an image on Instagram showing one of its foldable smartphones with the message, “Imitation is the sincerest form of flattery.” The accompanying caption described Apple’s product as “entirely new” while suggesting it was also “remarkably familiar.”
The Korean electronics giant has been building its position in the foldable market since 2019, when it introduced the original Galaxy Fold.
Over the past seven years, Samsung has released multiple generations of Galaxy Z Fold and Z Flip smartphones, giving the company substantial experience in designing and selling foldable devices.
Google and Motorola have also entered the segment and have continued refining their foldable designs, particularly around concerns such as device weight and overall usability.
Samsung intensified its response on X, posting several messages that directly mocked Apple’s debut. One post accused Apple of “reheating our leftovers,” while another used the phrase “so far, so same” to question the level of innovation in the new iPhone.
The company also shared an Instagram Reel featuring the line, “allow us to reintroduce myself … the future unfolded here first.”
Motorola joined the conversation with its own social media jab, writing, “new in their hands, iconic in ours,” referring to its existing experience with foldable smartphones.
Samsung’s campaign extends beyond social media. The company has been running large outdoor advertising campaigns in major cities including Seoul, Tokyo and London.
Those advertisements use slogans such as “Welcome to Foldables” and “The World’s Lightest Fold” to promote the latest Galaxy Z Fold 8.
Apple’s iPhone Duo opens horizontally to reveal a 7.6-inch main display and can also be operated vertically. When folded, it features a 5.4-inch cover screen.
Apple has emphasized the device’s slim profile, describing it as the thinnest iPhone it has produced when opened.
The Duo features a titanium construction and a passport-inspired form factor, along with stylus support. It runs on iOS 27 and is designed to provide a seamless transition between its folded and expanded configurations.
The smartphone is powered by Apple’s 2-nanometer A20 Pro chip and comes with 256GB of base storage. Its $1,999 price tag makes it roughly $100 more expensive than Samsung’s Galaxy Z Fold 8.
Samsung’s latest foldable also follows a similar passport-style design, featuring a 5.5-inch cover screen and a 7.6-inch internal display.
The Galaxy Z Fold 8 runs on One UI 9 and incorporates Samsung’s Galaxy AI features, while the company has promoted it as its lightest foldable smartphone generation.
Apple’s entry is expected to significantly reshape competition in the category. Counterpoint forecasts that Apple could capture around 25% of the global foldable smartphone market this year, compared with approximately 38% for Samsung.
Liz Lee, associate director at Counterpoint, said Apple’s pricing was among the most notable aspects of the launch.
She told Reuters that setting the iPhone Duo at $1,999, only about $100 above Samsung’s latest Fold device, represents an aggressive move that could alter the competitive landscape.
Lee also said Samsung is likely to face the most visible pressure on its market share, although its scale, years of experience and extensive global distribution remain significant advantages.
The rivalry marks a new phase in the foldable smartphone market, with Apple’s entry putting one of the industry’s most established foldable manufacturers under renewed competitive pressure.
Samsung has launched a pointed global marketing campaign targeting Apple following the long-awaited arrival of the iPhone Duo, Apple’s first foldable smartphone.
Apple unveiled the foldable device on Wednesday with a starting price of $1,999 in the United States, entering a market where Samsung has maintained an early lead for several years.
During the launch event, Apple CEO John Ternus appeared to criticize existing foldable smartphones, saying they could feel like “two phones awkwardly stuck together.”
Samsung quickly responded across social media, using a series of sarcastic posts to highlight its experience in the foldable category.
Samsung Canada posted an image on Instagram showing one of its foldable smartphones with the message, “Imitation is the sincerest form of flattery.” The accompanying caption described Apple’s product as “entirely new” while suggesting it was also “remarkably familiar.”
The Korean electronics giant has been building its position in the foldable market since 2019, when it introduced the original Galaxy Fold.
Over the past seven years, Samsung has released multiple generations of Galaxy Z Fold and Z Flip smartphones, giving the company substantial experience in designing and selling foldable devices.
Google and Motorola have also entered the segment and have continued refining their foldable designs, particularly around concerns such as device weight and overall usability.
Samsung intensified its response on X, posting several messages that directly mocked Apple’s debut. One post accused Apple of “reheating our leftovers,” while another used the phrase “so far, so same” to question the level of innovation in the new iPhone.
The company also shared an Instagram Reel featuring the line, “allow us to reintroduce myself … the future unfolded here first.”
Motorola joined the conversation with its own social media jab, writing, “new in their hands, iconic in ours,” referring to its existing experience with foldable smartphones.
Samsung’s campaign extends beyond social media. The company has been running large outdoor advertising campaigns in major cities including Seoul, Tokyo and London.
Those advertisements use slogans such as “Welcome to Foldables” and “The World’s Lightest Fold” to promote the latest Galaxy Z Fold 8.
Apple’s iPhone Duo opens horizontally to reveal a 7.6-inch main display and can also be operated vertically. When folded, it features a 5.4-inch cover screen.
Apple has emphasized the device’s slim profile, describing it as the thinnest iPhone it has produced when opened.
The Duo features a titanium construction and a passport-inspired form factor, along with stylus support. It runs on iOS 27 and is designed to provide a seamless transition between its folded and expanded configurations.
The smartphone is powered by Apple’s 2-nanometer A20 Pro chip and comes with 256GB of base storage. Its $1,999 price tag makes it roughly $100 more expensive than Samsung’s Galaxy Z Fold 8.
Samsung’s latest foldable also follows a similar passport-style design, featuring a 5.5-inch cover screen and a 7.6-inch internal display.
The Galaxy Z Fold 8 runs on One UI 9 and incorporates Samsung’s Galaxy AI features, while the company has promoted it as its lightest foldable smartphone generation.
Apple’s entry is expected to significantly reshape competition in the category. Counterpoint forecasts that Apple could capture around 25% of the global foldable smartphone market this year, compared with approximately 38% for Samsung.
Liz Lee, associate director at Counterpoint, said Apple’s pricing was among the most notable aspects of the launch.
She told Reuters that setting the iPhone Duo at $1,999, only about $100 above Samsung’s latest Fold device, represents an aggressive move that could alter the competitive landscape.
Lee also said Samsung is likely to face the most visible pressure on its market share, although its scale, years of experience and extensive global distribution remain significant advantages.
The rivalry marks a new phase in the foldable smartphone market, with Apple’s entry putting one of the industry’s most established foldable manufacturers under renewed competitive pressure.
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