Apple unveiled the iPhone Duo on September 9, 2026, its first foldable smartphone. Samsung had a campaign ready before the news cycle cooled. Samsung’s “Welcome to Foldables” outdoor campaign ran in Seoul, Tokyo and London following Apple’s iPhone Duo announcement in September 2026.
The Billboard Campaign
Samsung’s outdoor advertising reached three major cities within days of Apple’s announcement.
Billboards appeared in Seoul, Tokyo and London promoting the Galaxy Z Fold8 under two slogans: “Welcome to Foldables” and “The World’s Lightest Fold.”
One report from Supercar Blondie claimed Samsung placed at least one billboard directly adjacent to an Apple advertisement. That detail is not independently confirmed by other available reporting and should be treated as a single-source claim.
The Social Media Pile-On
Samsung’s online response matched the outdoor campaign in timing and tone.
Samsung Mobile US posted “Let us know when you’re done reheating our leftovers” during Apple’s announcement, according to International Business Times. The post framed the iPhone Duo as territory Samsung had already developed.
A second reported post read “So far, so same,” paired with the hashtag #ItsTimeToSwitch, as reported by USA Today. Original post URLs were not available in the research used for this article; both are attributed to the reporting sources.
The billboard campaign and social posts were not isolated reactions. Samsung has used Apple product launches as advertising opportunities before, and the foldable category gave that approach a sharper context than previous cycles.
The Screen Supplier Detail
A reported supply relationship between Samsung’s display division and Apple adds an unexpected layer to the rivalry.
Samsung has been selling book-style foldables commercially since 2019. Apple arrived to a category with seven years of consumer feedback, hinge iterations and durability improvements already accumulated.
The context runs deeper. Samsung Display, a separate business unit from Samsung Electronics’ smartphone division, reportedly supplied the foldable screen technology inside the iPhone Duo, according to The News International. That does not mean Samsung designed Apple’s phone or controls its custom silicon.
It does mean Samsung is, in a narrow but real sense, supplying a core component Apple is using to compete against Samsung’s own handset division. The distinction between Samsung Display and Samsung Electronics’ mobile business is significant and should not be collapsed.
On pricing, the iPhone Duo starts at $1,999 according to Apple’s official announcement. The Galaxy Z Fold8 is reported at approximately $1,899, though that figure varies by market and configuration and should be verified against official regional pricing before any direct comparison.
What This Means for You
Apple’s entry into foldables changes the competitive landscape for anyone considering the category.
Two major ecosystems are now competing directly in the foldable-phone market. That creates real pressure on thinness, hinge durability, software integration and price.
Whether you are an iOS or Android user, the foldable options available over the next two years stand to benefit from this competition. Samsung’s campaign was sharp advertising; Apple’s arrival is the more consequential development for consumers. Consider reviewing Smartphone Charging tips to get the most out of whichever premium foldable you choose.
