Samsung Launches Defensive Campaign as Apple Enters Foldable Market with $1,999 iPhone

Samsung Electronics has launched a multi-pronged publicity campaign to defend its leadership in the foldable smartphone market, directly responding to Apple's entry into the category with its new $1,999 iPhone Duo. The move signals a new era of competition in the premium device segment, pitting the long-time incumbent against a formidable new challenger.

A New Challenger Emerges

Apple unveiled its first foldable device, the iPhone Duo, positioning it as a direct competitor to Samsung's latest models. According to a Reuters report, Samsung's immediate reaction included a mix of seemingly welcoming and sarcastic marketing tactics.

• The company placed billboard advertisements in major cities like Seoul, Tokyo, and London with slogans such as "Welcome to Foldables."
• It also used its website to highlight its extensive experience in reducing the weight and thickness of its devices, promoting its Galaxy Z Fold 8 as "The World's Lightest Fold."
• On the social media platform X, Samsung took a more aggressive stance, mocking Apple's launch with taunts like "reheating our leftovers" and "So far, so same.”

Apple's new CEO, John Ternus, criticized existing foldables during the launch, describing them as being "like two phones awkwardly stuck together," a clear jab at the established players in the market.

Shifting Market Dynamics

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Analysts expect Apple's entry to significantly disrupt the foldable landscape. Market research firm Counterpoint projects Apple will quickly capture a 25% market share, while Samsung's share is forecast to be 38% this year. This represents a substantial challenge to Samsung, which has dominated the category since launching the first mass-market foldable phone in 2019.

"Apple’s pricing was one of the most impressive parts," said Liz Lee, an associate director at Counterpoint, in comments to Reuters. She noted that pricing the iPhone Duo at $1,999, just $100 more than Samsung's $1,899 Galaxy Z Fold 8, is a "pretty bold move." Lee added, "We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure."

Context and Competition

Samsung is now on its eighth generation of foldable devices, having overcome initial technical setbacks to build the market. The competition is complicated by supply chain realities, as Apple is reportedly leveraging screens manufactured by Samsung's own display unit, Samsung Display.

"Apple is good at getting its timing right and entering the market when a product reaches a certain level of maturity," commented Ben Wood, chief analyst at CCS Insight. Samsung's long-term investment and experience, however, provide it with advantages in scale and global distribution as it prepares to defend its position against both Apple and growing competition from Chinese rivals like Huawei.