Samsung is using Apple’s September 9 event to remind potential foldable buyers which company has spent years turning phone-sized devices into pocketable larger-screen computers. Hours before the event, Samsung released a video called “Welcome to Foldables,” a clear jab at persistent reports that Apple could finally introduce its first foldable iPhone.
The campaign promotes Samsung’s Galaxy Z Fold8 lineup, including the Galaxy Z Fold8, Z Fold8 Ultra, and Z Flip8. Samsung also placed the message on digital billboards in Seoul, Tokyo, and London, positioning itself as the established name in a category Apple has yet to enter publicly.
Experience is Samsung’s main argument
For mobile-computing users, book-style foldables make their case by combining a conventional phone footprint with a larger inner display for multitasking, reading, video, and work away from a tablet or laptop. Samsung’s first Galaxy Fold reached the market in 2019, and the company is now presenting the Fold8 generation as the result of eight iterations of hardware development.
That history includes the early durability concerns that accompanied the category, from hinge issues to fragile displays and form factors that took time to mature. Samsung’s “welcome” message leans heavily on the idea that it has already worked through those growing pains while building a broad foldable product line.
The company also has recent sales momentum to amplify. In Europe, preorders for the new Galaxy Z family reportedly rose by more than 20% compared with the previous generation, with the Fold8 accounting for nearly 40% of those preorders.
Apple’s foldable remains unconfirmed
Apple has not announced a foldable iPhone. Rumors have referred to a possible device as the iPhone Duo and suggested a price around $2,000 as well as stylus support, but those details remain unofficial. Samsung’s campaign therefore arrives before any confirmed Apple hardware, specifications, pricing, or release plans.
A late entry could still matter. Apple would be able to study years of competing foldable designs rather than establish the category from scratch. Samsung’s latest campaign is both a victory lap for its experience and an acknowledgment that a foldable iPhone, if it materializes, could bring fresh attention to a form factor aimed at people who want a bigger workspace without carrying a separate tablet.
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