Apple’s entry into the foldable smartphone race has given Samsung a new opportunity to take a shot at its biggest rival. Soon after Apple introduced its first foldable iPhone, dubbed the iPhone Duo, Samsung’s US social media account on X launched a series of sarcastic posts highlighting how late Apple is to the category.
The most direct jab came with the message, “Let us know when you’re done reheating our leftovers.” Samsung followed it with another post comparing Apple’s foldable debut to a familiar sequel, asking, “It’s feeling very familiar. Is this a Sims sequel?” The company also pointed to the growing number of foldable designs available from Android brands, writing, “Making us wait? Fine. We’ll be over here, folding 3 ways.”
Samsung also used the opportunity to promote its own ecosystem. Taking aim at Apple’s accessories, it posted, “Accessories? It’s giving condiments and no food. #ItsTimeToSwitch.” The company ended its series of posts with another brief dig at Apple’s launch: “So far, so same.”
The comments reflect Samsung’s position as one of the earliest major smartphone companies to commit heavily to foldables. It introduced the Galaxy Fold in 2019 and has since released several generations of foldable devices. Other manufacturers, including Google, Motorola and Chinese smartphone brands, have also entered the segment and experimented with different designs.
The technology has changed considerably since the first foldables arrived. Early models faced criticism over noticeable display creases, hinge reliability, thickness and weight. Manufacturers have since worked on making the devices slimmer, lighter and more durable, while some have moved beyond conventional book-style designs to develop tri-fold smartphones.
Apple has now entered the market with a $1,999 foldable iPhone that opens into a 7.6-inch display. The larger screen supports both horizontal and vertical use, while a secondary display on the outside can be used like a standard smartphone screen when the device is closed.
Apple is also highlighting the handset’s slim construction, calling it the thinnest iPhone the company has made when unfolded. However, Samsung and other competitors can point to the fact that several Chinese manufacturers have already introduced foldables that are thinner than Apple’s offering.