Archive · 10 Sep 2026
Samsung Challenges Apple’s Foldable iPhone With ‘Welcome to Foldables’ Campaign
Samsung has been making foldable phones for several years.
Apple has now introduced its own foldable iPhone called the iPhone Duo.
The device costs $1,999, while Samsung’s Galaxy Z Fold 8 costs $1,899.
Samsung responded with advertisements saying people should welcome foldable phones.
It also posted jokes online suggesting Apple copied ideas that Samsung had already used.
Apple’s chief executive said older foldable phones looked like two phones awkwardly joined together.
Analysts think Apple could win a large share of the foldable-phone market.
They also say Samsung still has experience, production scale and broad distribution.
Apple is using a supply chain that includes foldable screens made by Samsung Display.
Samsung launched a global publicity campaign promoting its foldable phones as Apple entered the market with the $1,999 iPhone Duo.
Apple’s passport-shaped iPhone Duo follows the design Samsung introduced with its Galaxy Z Fold 8, priced at $1,899.
Samsung’s campaign includes billboards in Seoul, Tokyo and London, plus sarcastic posts criticizing Apple’s innovation.
Counterpoint expects Apple to gain 25% of the foldable-phone market this year, compared with 38% for Samsung.
Samsung has sold foldable phones since 2019 and has released eight generations while facing competition from Chinese manufacturers.
- Who
- Samsung Electronics and Apple are the main companies involved, with Huawei and other Chinese manufacturers also identified as competitors.
- What
- Samsung launched the “Welcome to Foldables” campaign after Apple unveiled its $1,999 iPhone Duo.
- When
- The campaign and Apple’s unveiling were reported on Wednesday; Samsung has produced mass-market foldables since 2019.
- Where
- The campaign includes billboards in Seoul, Tokyo and London, while the companies compete in the global foldable-phone market.
- Why
- Samsung is promoting its experience and hardware as Apple enters a segment Samsung has long dominated.
Samsung’s Position
Apple’s Position
Innovation and design
Samsung’s Position
Samsung’s campaign emphasizes its experience, thin and light hardware, and early leadership in foldable phones.
Apple’s Position
Apple presents the iPhone Duo as a new entry into the category, while its chief executive criticized existing foldables as awkwardly joined phones.
Competitive outlook
Samsung’s Position
Samsung has scale, years of experience and strong global distribution, which analysts say could help it withstand Apple’s entry.
Apple’s Position
Analysts expect Apple to change the competitive landscape and put visible pressure on Samsung’s market share.
Product timing
Samsung’s Position
Samsung argues through its campaign and online posts that it has already developed the foldable-phone category over eight generations.
Apple’s Position
Apple entered after the category had matured, a timing strategy analysts said could help the company gain traction.
- Apple device
- The iPhone Duo is a folding iPhone priced at $1,999.
- Samsung device
- The Galaxy Z Fold 8 is priced at $1,899 and uses Alphabet’s Gemini artificial intelligence.
- Samsung campaign
- Billboards use slogans including “Welcome to Foldables” and “The World’s Lightest Fold.”
- Market forecast
- Counterpoint expects Apple to hold 25% and Samsung 38% of the foldable-phone market this year.
- Samsung experience
- Samsung launched its first mass-market foldable phones in 2019 and has released eight generations.
- Supply chain
- Apple is using a foldable-phone supply chain that includes screens made by Samsung Display.