Samsung responded to the launch of the iPhone Duo with an advertising campaign emphasizing its long experience in the foldable phone sector while provoking Apple on social media. This strategy aims to reinforce its position in a niche where the competitor has just entered with a device valued at US$ 1,999 (approximately R$ 10,175) in the United States.
This move places the two corporations in distinct positions in this market. Samsung introduced its first large-scale foldable models in 2019 and has already reached its eighth generation, while Apple is making its debut in this segment with a device that has a format similar to the Galaxy Z Fold 8.
Samsung implemented billboards in cities such as Seoul, Tokyo, and London. These promotional materials use phrases like 'Welcome to foldables' and 'The lightest foldable in the world,' highlighting the company's focus on thin and light devices.
On social media platforms, Samsung's reaction took on a more challenging tone. In posts made on X, Samsung mocked the launch of the iPhone Duo and questioned the degree of innovation demonstrated by Apple. Among the expressions used by the company were 'reheating our leftovers' and 'So far, everything is the same.'
The iPhone Duo was launched by Apple with a cost of US$ 1,999 (equivalent to about R$ 10,175). This price is approximately US$ 100 higher than the Galaxy Z Fold 8, which is priced at US$ 1,899 (about R$ 9,663).
Apple's new device adopts the 'passport' design, which Samsung had presented less than two months earlier with the Galaxy Z Fold 8. The South Korean model comes equipped with Gemini artificial intelligence, developed by Google.
Price and Market Analysis
For Liz Lee, Associate Director at Counterpoint, the price set by Apple deserves attention. She observed that keeping the iPhone Duo slightly below the US$ 2,000 barrier, specifically at US$ 1,999, and only about US$ 100 higher than the Galaxy Z Fold 8, constitutes a very risky choice by Apple.
Samsung began mass production of its foldables in 2019. This initial launch faced difficulties, as analyses indicated issues such as damaged screens and other failures, which resulted in a delay. Since then, the company has evolved to the eighth generation of its devices and has begun competing with Chinese manufacturers, such as Huawei.
Counterpoint's projection points to the challenge Samsung faces: the entry of the iPhone Duo occurs in a market that already has a well-established supply infrastructure. Apple uses, among other items, foldable screens manufactured by Samsung Display, a division of the South Korean company.
Market Perspectives
According to Ben Wood, Chief Analyst at CCS Insight, Apple's entry happens at a point where the technological category has reached a high degree of maturity. He commented that 'Apple is good at timing and entering the market when a product reaches a certain level of maturity.'
Apple's arrival intensifies the pressure on Samsung, which strives to maintain a position built over eight generations, while the rival seeks to establish its space in a category that the South Korean company helped develop.