Samsung has released a new Instagram ad that subtly humiliates Apple’s first foldable phone, the iPhone Duo.
The ad shows a green apple cut in half and tries—but ultimately fails—to fold the two pieces together, implying the apple will snap if it goes any further. Samsung then shows the Galaxy Z Fold 8 as a smoother alternative and ends the video by pointing out that it is “Years ahead in Foldables.”
With what’s been happening with the iPhone Duo lately, the ad couldn’t be any more apt. Many early buyers and testers have reported cracked or dead-pixel-lined inner displays and hinge-related problems within hours or days of unboxing. While the issue is thought to affect only a small percentage of iPhone Duos sold, it’s widespread enough to have been dubbed “Crackgate.”
Beyond using its ad to throw shade at the Duo, Samsung shows off concrete differences between its book-style foldable and Apple’s. The ad notes that the Galaxy Z Fold 8 measures 9.7mm when folded and weighs 201g, while the iPhone Duo measures 11.3mm and weighs 254g.
Unfortunately for Apple, Samsung’s “years ahead” claim is a simple fact: It launched the original Galaxy Fold in 2019, while Apple entered the foldable market just this month. Samsung is currently on its 8th generation of foldables. Apple fans have long defended the brand’s slower pace by saying it takes what Android phones have already done and improves upon that technology, but this ad is going to be a tough one for Apple to answer.
