Samsung Trolls Apple Over iPhone Duo Foldable Launch

Apple finally entered the foldable phone market, and Samsung wasted no time reminding everyone who got there first.

When Apple CEO John Ternus unveiled the iPhone Duo at $1,999 and called it “the most transformational change to iPhone since the original,” Samsung’s response was swift and brutal. The company that’s been perfecting foldable technology since 2019 essentially said: been there, done that.

Samsung’s Social Media Takedown

The South Korean tech giant didn’t hold back. Samsung started with a “Welcome to Foldables” video showcasing its Galaxy Z Fold 8, then escalated the mockery with pointed jabs on social media. “So far, so same,” one post read. But the knockout came next: “Let us know when you’re done reheating our leftovers.”

It’s a fair point, honestly. Samsung released the first mainstream foldable phone in 2019, years before Apple even considered the category. Since then, the company has shipped roughly 20 different foldable models, including a phone that folds twice. That’s not hype; that’s experience.

The business of foldables isn’t new territory for Samsung anymore. It’s home turf.

When Brands Join the Roast

Samsung wasn’t alone in poking fun at Apple’s late arrival. Even Duolingo, the language-learning app known for its irreverent marketing, got involved. The brand’s owl mascot joked that Apple had “named a phone after me and made it bend over.” It’s the kind of brand moment that makes you laugh and then immediately think about how calculated that timing probably was.

When even third-party brands jump into a corporate dispute, you know tensions are running high. The foldable phone space had become Samsung’s kingdom, and Apple was being treated like the new kid arriving to a party that’s been going on for years.

Apple Fires Back

But Apple isn’t about to roll over and accept defeat in the court of public opinion. During the iPhone Duo launch, CEO Ternus took his own shot at the competition. He claimed rival foldables felt “like two phones awkwardly stuck together,” positioning Apple’s design as something entirely different and superior.

There’s something both admirable and infuriating about Apple’s confidence. The company walks into categories years behind competitors and somehow convinces consumers that its version is revolutionary. Whether that strategy works with foldables remains to be seen, but the marketing battle is definitely heating up.

What’s Really at Stake

This isn’t just playful banter between tech companies. The foldable phone market represents a genuine shift in how we think about portable devices. Samsung has spent five years refining the technology, dealing with durability concerns, and building a loyal customer base. Apple is betting that superior design and the Apple brand itself can move consumers away from proven products.

The $1,999 price tag for the iPhone Duo suggests Apple believes its design justifies premium positioning. Samsung’s response suggests it thinks the real premium is earned through years of innovation and iteration.

Somewhere in between their business posturing lies a real question: can Apple truly transform an entire category with one device, or has Samsung already won the foldable war by simply refusing to let anyone forget who started it?

Source: Wall Street Journal