Samsung's Galaxy Z Fold 8 ad takes aim at Apple's iPhone Duo
Samsung’s sponsored Galaxy Z Fold 8 campaign uses a sliced apple to mock the iPhone Duo’s early foldable-phone troubles.
Samsung has turned Apple’s first foldable-phone wobble into a punchline, using a sliced green apple to promote the Galaxy Z Fold 8 in a sponsored Instagram campaign. The short video, shared as a paid partnership with Samsung, shows the two halves trying to fold together before the Galaxy Z Fold 8 appears with a slimmer, lighter design.12
The campaign’s central comparison is blunt: Samsung says the Galaxy Z Fold 8 is 1.6mm thinner and 53g lighter than Apple’s iPhone Duo. It closes with the slogan “Years ahead in Foldables”, making the ad less a product explainer than another entry in the long-running Samsung-versus-Apple advertising rivalry.1
The timing is deliberate. Early reports have described cracked iPhone Duo displays, while subsequent durability testing has raised questions about the device’s hinge and screen. Those reports do not establish a widespread defect, but they give Samsung an obvious opening to frame its own foldable as the more mature design.1
The Instagram post is Samsung-sponsored, so its claims should be read as advertising rather than independent testing. Even so, the creative idea is unusually clear: a sliced apple represents a phone that cannot fold cleanly, while the Galaxy Z Fold 8 is presented as the finished version of the same basic idea. The campaign image supplied with the post shows the Fold 8 standing upright between the apple halves, which makes the comparison immediately legible even without the video’s dialogue.2
Samsung has used this sort of direct Apple comparison before, including its Ingenius and Growing Up campaigns. The Fold 8 advert follows the same playbook, but it arrives at a moment when foldables are becoming a genuine two-way market rather than a niche Samsung showcase.1
Our opinion
Samsung’s joke lands because it communicates one product advantage in a single visual, but the ad is still doing what advertising does: selecting the comparison that makes its own hardware look best. Thinness and weight matter, yet they do not settle questions about software, cameras, durability or long-term ownership. The campaign is a sharp piece of rivalry marketing, not proof that the Galaxy Z Fold 8 wins every foldable-phone test.