Observed Signal · Sep 11, 2026 · Product Launch · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Marketing Market: Samsung Mocks Apple's First Foldable iPhone with New Ad
Following Apple's unveiling of its first foldable smartphone, the iPhone Duo, Samsung launched a multi-pronged marketing campaign to mock its rival. This includes a video titled 'Welcome to Foldables' and billboards in Seoul, Tokyo, and London with similar messages. Additionally, Samsung New Zealand created a social campaign featuring a local man named Tim Cook to promote the Galaxy Z Fold8, mimicking Apple's presentation style. The campaign, credited to Madison Hill and Cheil New Zealand, reinforces Samsung's leadership in foldable technology. With Counterpoint Research predicting Samsung will hold 38% market share in 2026 versus Apple's 25%, Samsung's aggressive strategy positions itself as the pioneer, continuing a history of targeting Apple's marketing.
News about Samsung's marketing jab at Apple's new product; not directly impacting AdTech industry operations or technologies.
Key Takeaways & Evidence Grounding
- Apple introduced its first foldable smartphone, the iPhone Duo, on September 9, with a starting price of $1,999.
- Samsung launched a marketing campaign titled 'Welcome to Foldables' including a video and billboards in Seoul, Tokyo, and London.
- Samsung New Zealand created a social campaign using a local man named Tim Cook to promote the Galaxy Z Fold8.
- Counterpoint Research expects Samsung to hold 38% foldable market share in 2026, with Apple at 25%.
- The campaign was credited to Madison Hill and Cheil New Zealand, and the article was published on September 11, 2026, by Marco Saal.
Connected Companies & Entities
3 Entities mappedCounterpoint Research
Technology market intelligence, research subscriptions and advisory services.
Samsung Electronics
Global electronics maker monetising devices, streaming, advertising and digital services.
“Samsung released an advertising film to mock Apple's first foldable iPhone....”
Apple
Consumer electronics giant with integrated software, services and advertising platforms.
“Apple unveiled the iPhone Duo, its first foldable smartphone....”
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