Samsung and Apple have started another round of competition, but this time, the battle is happening through advertising. Samsung has released a new Galaxy Z Fold 8 advertisement that takes a playful shot at Apple’s first foldable phone, the iPhone Duo.
The advertisement uses a simple idea: a sliced green apple. It may look like an ordinary fruit, but the message behind it is clearly aimed at Apple and its late entry into the foldable smartphone market.
Samsung’s New Ad Makes Fun of Apple’s Timing
Samsung’s latest advertisement, called “Slice,” features a green apple being chopped into pieces. One slice then rolls past Samsung’s Galaxy Z Fold lineup, showing the company’s journey from its first foldable phone in 2019 to the Galaxy Z Fold 8 in 2026.
The message is easy to understand. Samsung wants to remind customers that it has been making foldable phones for years, while Apple has only recently entered this market.
This type of marketing is not new for Samsung. The company has often compared its products with Apple’s devices, highlighting features that arrived on Android phones before appearing on iPhones.
Galaxy Z Fold 8 vs iPhone Duo: Key Differences
Both phones have a passport-style foldable design, but they come from different stages of development. Samsung has years of experience with foldable hardware and software, while Apple’s iPhone Duo is its first attempt at this category.
| Feature | Galaxy Z Fold 8 | iPhone Duo |
|---|---|---|
| Launch period | July 2026 | September 2026 |
| Starting price | $1,900 | $1,999 |
| Software | One UI 9.0 | iOS 27 |
| Foldable experience | Multiple generations | Apple’s first foldable |
| Display technology | Flex Titanium | Apple foldable display |
Samsung also claims that the Galaxy Z Fold 8 is thinner and lighter than the iPhone Duo. Its new Flex Titanium display technology and silicon-carbon battery technology are among the features highlighted in the advertisement.
Samsung Has a Software Advantage, but Apple Is Catching Up
Samsung’s experience with foldable phones gives it an advantage in software development. Its One UI 9.0 interface has been optimized for both large and small displays, offering several features designed for multitasking.
Apple’s iPhone Duo runs iOS 27, but some third-party apps and services are still being adjusted for its different screen sizes. This is a normal challenge for a first-generation product.
However, Apple has a history of entering markets later and improving its technology over time. Wireless charging is one example. Although Apple introduced it with the iPhone 8 in 2017, the company later contributed to the development of the Qi2 charging standard.
Will Other Brands Join the Foldable Phone Battle?
Samsung’s advertisement shows how competitive the foldable smartphone market has become. Google and Motorola are also part of this growing market, and they may use similar creative advertising to highlight their own products.
For now, Samsung is using its experience as a marketing advantage. Apple’s iPhone Duo has entered the competition, but its long-term success will depend on how well the company improves its foldable experience.
One thing is certain: in the foldable phone market, even an apple can become advertising material.