Samsung put up billboard advertisements in major cities including Seoul, Tokyo and London, with slogans such as “Welcome to Foldables” and “The World’s Lightest Fold,” highlighting the thin and light design of its devices.New foldable iPhone Duo devices on display during Apple’s event at the Steve Jobs Theater in Cupertino, California, U.S. September 9, 2026. REUTERS
SEOUL, Sept 10 (Reuters) – Samsung launched a publicity campaign for its foldable phones, touting its hardware advantage and its early entry into the segment as it seeks to fend off a major challenge from Apple.
Apple unveiled on Wednesday the Duo, a folding $1,999 iPhone aimed at shaking up a category long dominated by Samsung and Chinese companies such as Huawei, whose devices have struggled to move beyond a niche audience.
Apple adopted the passport-shaped design that Samsung Electronics unveiled less than two months ago with the Galaxy Z Fold 8, priced at $1,899 and powered by Alphabet’s Gemini artificial intelligence.
“Apple’s pricing was one of the most impressive parts. Keeping the iPhone Duo just under the $2,000 mark, at $1,999, and only about $100 above the Galaxy Z Fold 8 looks like a pretty bold move by Apple,” said Liz Lee, an associate director at market research firm Counterpoint.
“We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure. But Samsung also has scale, years of experience and strong global distribution,” she said.
Counterpoint expects Apple to hold a 25% market share, catching up with Samsung, which is expected to capture a 38% share this year.
