Samsung has taken another direct shot at Apple with a new advertisement that literally slices an apple in half to promote the Galaxy Z Fold 8. The video highlights Samsung’s years of experience with foldable smartphones while making fun of Apple’s recently launched iPhone Duo.
The Samsung-sponsored Instagram video shows a green apple being cut into two pieces, with both halves attempting to fold together. The Galaxy Z Fold 8 then appears on screen, accompanied by specifications comparing the two devices and a closing message: “Years ahead in Foldables.”
Samsung Claims Its Foldable Is Thinner and Lighter
Samsung uses the advertisement to highlight two advantages of the Galaxy Z Fold 8 over Apple’s first foldable iPhone.
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According to the promotional video, the Galaxy Z Fold 8 is:
- 1.6mm thinner than the iPhone Duo.
- 53 grams lighter than Apple’s foldable.
- Part of Samsung’s eighth generation of foldable smartphones.
The campaign also emphasizes Samsung’s experience in the category, which began with the original Galaxy Fold in 2019.
| Device | Foldable debut |
|---|---|
| Samsung Galaxy Fold | 2019 |
| Samsung Galaxy Z Fold 8 | 2026 |
| Apple iPhone Duo | 2026 |
Samsung has spent seven years refining its folding displays, hinge mechanisms, and hardware design. Meanwhile, Apple’s first foldable features a 7.6-inch inner OLED display and a custom folding mechanism.
Samsung’s Ad Arrives Amid iPhone Duo Durability Concerns
The advertisement comes shortly after the iPhone Duo became available on October 23, with some early buyers reporting cracked inner displays and possible hinge-related problems.
However, the extent of these issues remains unclear, and isolated reports do not establish a widespread hardware defect.
As we previously covered, Apple worked with Samsung Display to manufacture a customized folding OLED panel designed to meet its requirements.
Interestingly, an early display crease comparison suggested that Apple’s fold line appeared less noticeable from certain viewing angles, although neither device completely eliminates the crease.
Samsung has repeatedly targeted Apple since the iPhone Duo’s September announcement, including a separate “Welcome to Foldables” campaign.
With its latest advertisement, Samsung is emphasizing its manufacturing experience, lighter hardware, and established position in the foldable market as competition with Apple intensifies.
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