Key facts
- Samsung launched a publicity campaign for its foldable phones to counter Apple's upcoming foldable iPhone.
- Apple unveiled its $1,999 foldable iPhone, the Duo, on Wednesday.
- Samsung's Galaxy Z Fold 8 is priced at $1,899.
- Counterpoint expects Apple to capture 25% of the foldable phone market share this year, while Samsung is expected to hold 38%.
- Samsung launched its first mass-market foldable phones in 2019.
- Apple is leveraging the supply chain built by Samsung for foldable phones, including foldable screens from Samsung Display.
Samsung has launched a publicity campaign for its foldable phones, highlighting its hardware advantage and early market entry as it prepares for a significant challenge from Apple's upcoming foldable iPhone. Apple unveiled its $1,999 foldable iPhone, the Duo, on Wednesday, aiming to disrupt a category long dominated by Samsung and Chinese manufacturers.
Samsung's Galaxy Z Fold 8, priced at $1,899 and powered by Alphabet's Gemini AI, was launched less than two months prior. Market research firm Counterpoint expects Apple's entry to change the competitive landscape, with Apple projected to capture 25% of the foldable market share this year, while Samsung is expected to hold 38%.
Samsung has responded with billboard advertisements in major cities and sarcastic social media posts mocking Apple's device. The company has been working to reduce the weight of its foldable phones since launching its first mass-market foldable in 2019, facing growing competition from rivals like Huawei. Apple is reportedly leveraging Samsung's established supply chain for foldable screens, with analysts noting Apple's tendency to enter markets when products reach maturity.