Samsung has once again targeted Apple in a new social media campaign, this time poking fun at the iPhone’s lack of a foldable design. The ad arrives just weeks ahead of Apple’s highly anticipated iPhone 17 launch, reigniting the rivalry between the two tech giants.
Samsung’s latest ad, shared across its social media channels, directly compares the Galaxy Z Fold7 to Apple’s iPhone, highlighting the latter’s unchanged slab design against Samsung’s evolving foldable lineup. The campaign also showcased Galaxy AI, with special focus on the “Sketch to Image” feature that turns rough drawings into finished images.
From “no shirt” to “new shirt” with #GalaxyAI on #GalaxyZFold7.
Unfold what’s possible: https://t.co/I3fOJvDBYH pic.twitter.com/1HTRb5Jrsz
— Samsung Mobile US (@SamsungMobileUS) August 25, 2025
This isn’t Samsung’s first cheeky jab at Apple — the company has a long history of provocative marketing that often stirs conversation. With Apple’s first foldable iPhone not expected until late 2026, Samsung is capitalizing on its head start, while industry reports suggest that Samsung Display may even supply Apple with panels for its debut foldable, adding irony to the rivalry.
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The mockery extends beyond hardware. Samsung also called out Apple’s slower adoption of AI features. While Apple has only recently introduced tools like Image Playground, Samsung emphasized that its Galaxy AI suite already offers broader, more versatile functionality across devices.
The iPhone Fold will reportedly feature four cameras, Touch ID, and more next year
Source: @markgurman pic.twitter.com/RRsvjHrcK9
— Apple Hub (@theapplehub) August 25, 2025
By leaning on its advantage in foldables and mobile AI, Samsung is doubling down on its lead while keeping Apple in its marketing crosshairs. The company shows no intention of easing up on the playful rivalry anytime soon.
Apple has reportedly finalized key components for its upcoming iPhone Fold, with Samsung Display set to supply the foldable screen. The company is said to be working on a unique technology that minimizes the display crease, aiming for a more refined look than rivals. While Apple is late to the foldable market, it is expected to catch up with advanced design improvements.
Meanwhile, Samsung’s seven years of experience in foldable innovation gives it a clear head start. The company is also rumored to be preparing a tri-fold phone, further expanding its lead in the category. As a result, Apple may need to accelerate its foldable plans to remain competitive against Samsung’s rapidly evolving lineup.
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