Samsung Launches 'Welcome to Foldables' After Apple Unveils 1st iPhone Duo

3 articles · Updated · contentgrip.com · Sep 14

Samsung used Apple’s iPhone Duo debut to roll out a “Welcome to Foldables” video and fresh social jabs, recasting Apple’s category entry as a late arrival to a market Samsung says it has led for years.
The campaign pays off Samsung’s 2022 taunt — “Let us know when it folds” — but shifts the message now that Apple has closed the feature gap, from “you don’t have this” to “we’ve done this longer.”
That response fits a roughly 15-year Samsung playbook of turning Apple launches, retail language and controversies into Galaxy marketing, while Apple more often targets Android broadly rather than Samsung directly.
The strategy has also produced blowback when Samsung later matched Apple moves such as dropping the headphone jack and charger, underscoring that the sharpest jokes work best when tied to durable product advantages.