Samsung’s New Ad Trolls Apple: Foldables and AI in the Spotlight
Samsung starts another advertising offensive with which you make fun of Apple and the iPhone. This time there are no foldable smartphone models and weaker AI in the focus. The Koreans clearly enjoy their current lead in both areas.
Samsung is already dividing against Apple
The Apple competition is currently increasingly reviving an old marketing strategy and makes fun of the company from Cupertino. Both Google with its pixel 10 teaser and Samsung with its reaction to the liquid glass design do not leave good hair on iPhone and Co. The Apple smartphone is now again the object of the mockery in Samsung’s new commercial for the Galaxy Z Fold7.
On social media, the South Korean group advertises its latest foldable smartphone and takes the opportunity to expose Apple’s supposed weaknesses. The campaign appears just a few weeks before the expected presentation of the iPhone-17 series. Samsung: New commercial for the Galaxy Z Fold7 trolls the iPhone
Foldable smartphones as the main criticism
The new advertising spot contrasts the Galaxy Z Fold7 with Apple’s current iPhone 16 and emphasizes that the iPhone continues to use a traditional design without a foldable screen. While Samsung has been selling foldable smartphones for over five years, Apple does not yet have a corresponding device on offer. Industry reports indicate that Apple’s first foldable iPhone is not expected until the end of 2026. The advertising shows a man who uses his Galaxy Z Fold7 to draw a shirt on a photo with Galaxy Ai, while his iPhone-owned friend has to keep a leaf and a napkin in front of his chest.
This presentation is intended to illustrate the practical advantages of the foldable Samsung cell phone and his AI. An additional ironic note is given to the whole by the fact that Samsung Display should be the supplier for Apple’s folding display. Samsung opened the market for foldable smartphones with the Galaxy Fold in 2019 and has been developing continuously since then. The company dominates the foldable market with a market share of over 70 percent worldwide.
Focus in the focus
In addition to the foldable devices, Samsung also smiles at Apple’s slower introduction of AI functions with the spot. While iPhone users recently received features such as Image Playground, Samsung argues that its own Galaxy AI ecosystem already offers more comprehensive and versatile functions. Apple Intelligence has been fighting problems since the introduction and cannot keep up with Galaxy Ai or Google’s Gemini. Samsung has been using Google’s Gemini models for years to improve Galaxy Ai. It was recently announced that Apple also negotiates a partnership with Google in order to operate its AI improved Siri. Infographic Apple vs. Samsung: duel for the smartphone tip
Rivalry with tradition
The anti-Apple commercials from Samsung have a long tradition. As early as 2011, Samsung started his first big campaign against the iPhone with the famous “The Next Big Thing is Already here” slogan. However, the Korean company had reduced its direct attacks on Apple in recent years. Now you are apparently returning to the proven strategy. The current campaign is reminiscent of previous Samsung commercials that Apple users represented as “sheep” or made fun of the emergency design of the iPhone X. Samsung’s “Ingenious” campaign from 2018 was particularly successful, which made fun of the headphone connection through Apple’s decision.
Ironically, Samsung later removed the headphone connection from his flagship models. This turn shows how rapidly the smartphone industry develops and earlier criticisms quickly no longer play a role. It remains to be seen how the current commercial ages after the introduction of the first foldable iPhone and the publication of the ‘new’ siri. Samsung is currently enjoying his lead in foldable smartphones and mobile AI and is not afraid to remind Apple.
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