On September 9, after an extensive period of speculation, Apple officially made its debut in the foldable smartphone arena with the introduction of the iPhone Duo, a device priced at $1,999 that unfolds into a spacious 7.6-inch display.
This launch not only signified Apple’s first substantial foray into the foldable segment but also aimed to elevate a category that has predominantly been the domain of Android manufacturers to a new echelon of mainstream visibility.
For Samsung, however, this event represented a unique opportunity: a chance to underscore its long-standing investment in foldable technology, having been a pioneering player in the space since 2019.
Almost immediately, Samsung sought to capitalize on this moment. Rather than merely issuing a standard product comparison, the company transformed Apple’s launch into a dynamic competitive marketing spectacle, bringing together real-time commentary from Samsung Mobile US with localized social media initiatives and a broader outdoor campaign centered around its Galaxy Z Fold8.
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The outcome was less a singular reaction and more a concerted cascade of assertions regarding Samsung’s heritage in foldables.
One of the most incisive tactics was employed by Samsung Mobile US on X (formerly Twitter), where the account effectively delivered a running commentary that paralleled Apple’s keynote presentation. The tone was set early in the event with a tweet that read:
So far, so same. #ItsTimeToSwitch
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
As Apple unveiled the iPhone 18 Pro alongside other hardware, Samsung maintained its strategy of targeting specific moments rather than delivering generalized critiques. A particular observation regarding the design elicited this response:
It’s feeling very familiar. Is this a Sims sequel…
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
Another post took aim at the lack of accessories:
Accessories? It’s giving condiments and no food. #ItsTimeToSwitch
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
This approach was particularly strategic. Instead of waiting for the event’s conclusion to release a retrospective comparison, Samsung endeavored to interject during the keynote itself, using Apple’s presentation as a backdrop for its messaging. Reports tracked the sequence of posts as they unfolded in real-time.
As Apple neared the reveal of the foldable, Samsung tweeted:
Making us wait? Fine. We’ll be over here, folding 3 ways.
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
This jab highlighted Samsung’s advanced three-panel foldable technology, allowing the conversation to shift from Apple’s emerging presence to the broader narrative of Samsung’s explorations of this innovative form factor.
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Upon the iPhone Duo’s official reveal, Samsung seized the moment with a tweet that became a focal point of its response:
Let us know when you’re done reheating our leftovers
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
This message was pointed and effective: it conveyed that Apple had entered a category in which Samsung had already entrenched itself through years of innovation.
This distinction carries weight, for Samsung’s argument did not need to assert that Apple’s offering was inferior; instead, it posited that Apple’s entry corroborated the relevance of a market that Samsung had painstakingly cultivated.
Since introducing the original Galaxy Fold in 2019, Samsung has iteratively developed the Galaxy Z Fold and Z Flip series.
Reports indicate that Samsung currently commands approximately 38% of the global foldable market, while analysts anticipate that Apple’s entrance could substantially impact this arena.
Samsung’s commentary extended beyond the Duo as well. Apple’s StandBy feature—which transforms the folded phone into a bedside clock—also provided fodder for the Samsung social media team:
Not the bed side clock. It’s giving groundhog day.
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
Following the event’s conclusion, Samsung compiled its observations into a succinct scorecard:
Was there range? No.
Was it exciting? No.
Did it happen? Yes.#ItsTimeToSwitch— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
This campaign gained momentum from Samsung’s historical rivalry with Apple. However, this time the emphasis was on context rather than isolated features.
Previous skirmishes between the two had concentrated on individual attributes, while this latest initiative facilitated a broader narrative focused on experience and category longevity.
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Samsung’s reaction was not confined to the US market; Samsung Canada joined the fray on Instagram with a Galaxy Z Fold8 video that drew on familiar cultural themes of imitation. It proclaimed:
“Imitation is the sincerest form of flattery.”
The accompanying caption further articulated:
“It’s entirely new, and at the same time, remarkably familiar #GalaxyZFold8”
This wording was particularly deliberate, echoing Apple’s own descriptions of its device. Rather than merely asserting “we did this first,” Samsung strategically incorporated Apple’s terminology into its counter-message.
The execution was enhanced with a viral audio clip featuring Kourtney Kardashian’s “you stole my style”, providing a recognizable pop-culture context to what could have otherwise been a standard product evaluation.
Conversely, Samsung Philippines took a different approach but conveyed a similar message. Their foldable content featured:
“Allow us to reintroduce ourselves. 8 years in and still ahead of the fold.”
This statement shifted the focus from overt mockery to Samsung’s extensive experience; the implication was that Apple’s entrance into the foldable space neither threatened nor disrupted Samsung’s established marketplace.
Other regional initiatives enriched the campaign’s overall narrative. Samsung New Zealand employed a Tim Cook impersonator in a video designating Galaxy products as the focal point of the announcement, while Samsung Romania aligned with digital culture by stating:
“Aura maxing din 2019 ”
While the messaging varied by region, the underlying concept remained firm: Samsung had been a foundational player in foldables, now welcoming Apple to the fold.
This campaign transcended mere social media, as Samsung had previously initiated outdoor advertising in key markets like Seoul, Tokyo, and London, featuring slogans such as “Welcome to Foldables” and “The World’s Lightest Fold.”
These outdoor messages reinforced Samsung’s product-focused positioning, complementing the more light-hearted content produced by its social media teams.
The juxtaposition of strategies renders the response particularly intriguing from a marketing standpoint.
The billboards stood independent of Microsoft’s keynote, showcasing Samsung’s category authority in the physical realm, while social media offered a reactive, culturally pertinent layer.
One communicated: we have been here.
The other interjected: and we noticed you just arrived.
The conversation’s scope extended beyond the two smartphone titans. When Duolingo reacted to the “Duo” nomenclature, Samsung joined the banter:
I’m so sorry, @DuoLingo. They copied us too #Solidarity
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
Duolingo reciprocated the jest, further deepening the brand-to-brand interaction surrounding Apple’s launch.
Numerous brands and social media accounts entered the dialogue, illustrating one of the advantages of real-time competitive marketing: the initial brand need not solely generate every impression.
When a culturally resonant joke proliferates, audiences and other brands are often eager to contribute!
While the humor was the overt layer, beneath it lay a conventional competitive marketing narrative: Apple has ventured into foldables, and Samsung desires consumers to remember its longstanding presence in the category.
In this light, the “reheated leftovers” statement was not merely a tagline; it served as the headline! The overarching campaign saw Samsung adeptly utilize one of the industry’s most significant launch events to turn its historical engagement within the category into a live, global marketing triumph.
Source link: Exchange4media.com.
