Samsung Slices at Apple’s iPhone Duo With Its Z Fold 8 Ad

Samsung's latest Galaxy Z Fold 8 advertisement takes a pointed swipe at Apple's upcoming iPhone Duo, highlighting the latter's tardy entry into the foldable phone market. The Samsung "Slice" ad, featured on Instagram, presents a visual of an apple being sliced, with each piece moving along a timeline from Samsung's 2019 Z Fold to the 2026 Z Fold 8.

The ad's timing is not unusual, as many phone manufacturers often challenge Apple for introducing features and hardware to iPhones after they've been available on Android devices. Samsung's flagship Z Fold 8, priced at $1,900 and unveiled in July, mirrors the $1,999 iPhone Duo's design. Samsung's software team has had ample time to perfect the One UI 9.0 overlay for foldable phones, offering a multitude of options that capitalize on the phone's dual display capabilities.

While the iPhone Duo runs Apple's iOS 27, third-party apps and services are still navigating the nuances of different screen sizes, according to my colleague Abrar Al-Heeti, who reviewed the Duo. The iPhone Duo stands out on iOS as Apple's inaugural foldable phone, but this novelty provides rivals like Samsung the chance to humorously critique Apple's advertising tactics.

Samsung concludes the ad by emphasizing the Z Fold 8's slimmer and lighter profile compared to the iPhone Duo. This achievement is partly credited to Samsung's introduction of Flex Titanium display technology and advanced silicon-carbon battery tech. Although it's accurate to state that the iPhone Duo is arriving late to the foldable phone arena, Apple has a track record of swiftly catching up to its competitors.

Since 2017, Apple has integrated wireless charging into its iPhones, a feature that preceded similar offerings from Android rivals. Recently, Apple's contribution to the Qi2 wireless charging standard, featuring faster speeds and magnetized charging, and the iPhone 17 Pro's recognition as the fastest wireless charger in CNET's Lab Test, further underscores this pattern.

However, until Apple solidifies its presence in the foldable phone market with its new device, it's plausible to anticipate other manufacturers like Google or Motorola employing similar tactics to poke fun at Apple's delayed entry.