Samsung Takes a Direct Shot at Apple’s iPhone Duo With New Foldable Ad
Just hours before Apple is expected to introduce the iPhone Duo, Samsung has released a sharply timed new commercial called “Welcome to Foldable,” and the message is not exactly subtle. The ad appears to take aim at Apple’s long-rumored entry into the foldable phone market, positioning Samsung as the company that has already refined the category.
The focus of Samsung’s campaign is clear: thinness, weight, and maturity. The company highlights the Galaxy Z Fold8 as an extremely slim and lightweight foldable smartphone, describing it as the lightest foldable in the world. With Apple preparing to step into the foldable space, Samsung is using the moment to remind buyers that it has spent years improving the design, durability, and usability of folding phones.
According to Samsung’s research and development team, weight is one of the most important factors in making a foldable phone feel practical for everyday use. A foldable device can offer a larger screen and more multitasking options, but if it feels too heavy in the hand or pocket, the experience quickly becomes less appealing. Samsung believes that reducing weight is essential to increasing the value of a foldable smartphone for consumers.
The Galaxy Z Fold8 measures just 4.5 millimeters thick when unfolded and weighs 201 grams. That is a major improvement compared with Samsung’s original Galaxy Fold from 2019, which measured 6.9 millimeters thick and weighed 276 grams. The difference shows how far foldable phone design has come in a relatively short time.
Samsung also appears confident that Apple’s first foldable iPhone will not match the Galaxy Z Fold8 in weight. The comparison is especially interesting because even the smaller iPhone 17 Pro, with its 6.3-inch display and 3,998 mAh battery, reportedly weighs slightly more than Samsung’s latest foldable. If the iPhone Duo or iPhone Ultra arrives with a larger folding display, Samsung seems to be betting that Apple’s device will be noticeably heavier.
Of course, Apple has not yet confirmed the final specifications of its foldable iPhone. The actual weight, thickness, battery size, and display dimensions should become clear during the official launch event. Until then, Samsung is using the spotlight around Apple’s announcement to promote its own foldable phone and reinforce its lead in the category.
The timing of the commercial makes the rivalry even more interesting. Samsung has been building foldable smartphones for years, while Apple is only now expected to join the market. For many buyers, Apple’s arrival could make foldables feel more mainstream. But Samsung wants to make sure consumers remember who helped shape the modern foldable phone in the first place.
If Apple’s iPhone Duo impresses with software polish, build quality, and ecosystem integration, it could quickly become one of the most talked-about smartphones of the year. However, Samsung’s latest ad makes one thing clear: the foldable phone battle is no longer just about having a screen that bends. It is about making that larger display feel thin, light, durable, and practical enough for daily use.
With the Galaxy Z Fold8, Samsung is arguing that it has already solved many of the biggest challenges in foldable design. Now all eyes are on Apple to see whether the iPhone Duo can match or surpass what Samsung has already brought to the market.
