Following Apple's announcement of its entry into the foldable phone market earlier this month, Samsung's reaction has become a subject of active discussion. This issue was central during the announcement of the partnership between Samsung and Mitsumi Distribution at The Bryanston Country Club on Thursday.
Despite Samsung's dominant position in the foldable device segment, it would not be surprising if the tech giant reacted negatively to the sudden appearance of a competitor. However, Samsung Mobile SA Vice President, Justin Hume, openly welcomed Apple's move.
In an exclusive interview with IOL, Hume noted that the company has been producing foldable devices for eight years and has accumulated significant experience during this period. He emphasized the product's evolution: 'If I recall the very first foldable device we released, its main appeal was simply that it could open and close. Today, it is a fully integrated AI-based solution with built-in security and incredible computing power.'
Hume demonstrated that any potential negative feelings towards the new iPhone Duo were carefully concealed. He stated: 'One could say that imitation is the highest form of flattery. I wish Apple all the best—it is an incredible company that creates excellent products. Together, our presence will contribute to the growth of the foldable device market in South Africa.'
According to Hume, Apple's entry into this market confirms the viability of this form factor, making foldable devices a more attractive option for consumers, even with the high price. He added that Samsung maintains its unique competitive advantage through the breadth of its range.
'That is the difference with Samsung—we offer a full spectrum of products,' said Hume. 'We have the flagship Ultra model in the highest price segment. We have the brand new Z Fold 8 in passport style, which offers the familiar, refined aspect ratio. And also the Z Flip 8, focused on AI. Thanks to the depth of our range and our incredibly loyal customer base, the foldable device market in South Africa is ready to thrive.'