‘Reheating our leftovers’: Samsung takes aim at Apple’s foldable iPhone with global ad campaign

Samsung has launched a pointed global marketing response to Apple’s entry into the foldable smartphone market, using social media posts, memes and outdoor advertisements to highlight its early lead in the category.

Apple unveiled the iPhone Duo, its first foldable smartphone, on Wednesday with a starting price of $1,999 in the United States. The launch marks Apple’s entry into a market where Samsung has been competing for several years.

During the announcement, Apple CEO John Ternus appeared to criticize existing foldable smartphones, saying some rival devices can feel like “two phones awkwardly stuck together.” Samsung quickly responded with a series of posts that mocked Apple’s arrival in the category.

Samsung Canada shared an Instagram post featuring one of its foldable smartphones with the message, “Imitation is the sincerest form of flattery.” The accompanying caption described the device as something new while also being “remarkably familiar,” a clear reference to Apple’s newly introduced foldable.

Samsung has sought to reinforce its position as an established player in foldable smartphones. The company launched its first Galaxy Fold in 2019 and has since introduced multiple generations of Galaxy Z Fold and Z Flip models.

The South Korean electronics giant also took its campaign to X, where it posted sarcastic messages aimed at Apple’s foldable launch. One post accused Apple of “reheating our leftovers,” while another used the phrase “so far, so same” to question the level of innovation in Apple’s device.

In another Instagram Reel, Samsung declared that the future of foldable phones had “unfolded here first.” Motorola U.S. joined the conversation with a post suggesting that what was new for Apple was already an established concept for its own customers.

Samsung’s marketing push extends beyond social media. The company has rolled out outdoor advertisements in major cities including Seoul, Tokyo and London, promoting its latest Galaxy Z Fold 8 with messages focused on its lightweight design and experience in foldable technology.

Apple’s iPhone Duo features a horizontally folding design that opens into a 7.6-inch display and includes a 5.4-inch cover screen when closed. The company has positioned the device as its thinnest iPhone when fully opened.

The foldable iPhone features a titanium construction, a passport-style form factor and stylus support. It runs on iOS 27 and is designed to provide a consistent user experience as the device moves between its folded and expanded configurations.

Powered by Apple’s 2-nanometer A20 Pro chip, the Duo comes with 256GB of base storage and carries a $1,999 starting price, placing it roughly $100 above Samsung’s Galaxy Z Fold 8.

Samsung’s latest Galaxy Z Fold 8 has a comparable passport-style design, featuring a 5.5-inch cover screen and a 7.6-inch internal display. It operates on One UI 9 and incorporates the company’s Galaxy AI features.

While Samsung has emphasized the Fold 8’s lighter construction, Apple is betting that its hardware, software ecosystem and brand appeal can help it gain a significant foothold in the rapidly developing foldable market.

Market research firm Counterpoint expects Apple to secure roughly 25% of the global foldable smartphone market this year despite entering the category later than its rivals. Samsung is projected to retain the largest share at around 38%.

Counterpoint associate director Liz Lee said Apple’s pricing strategy could make the launch particularly disruptive, noting that the $1,999 price is only about $100 higher than Samsung’s latest flagship foldable.

The arrival of Apple is expected to intensify competition in a segment that has already attracted companies including Google and Motorola, while Samsung will rely on its manufacturing scale, accumulated foldable expertise and extensive global distribution network to defend its leadership.