Samsung has launched a “Welcome to Foldables” campaign ahead of Apple’s September 9 event, pairing a new video with digital billboards in Seoul, Tokyo and London. The campaign promotes the Galaxy Z Fold8 series while taking a pointed swipe at persistent reports that Apple is preparing its first foldable iPhone.
The South Korean company’s message is built around its head start in the segment. Samsung brought the original Galaxy Fold to market in 2019 and, according to the campaign, is now on its eighth foldable generation with the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8. Its early devices also faced well-documented challenges involving hinges, delicate displays and the broader task of establishing the foldable form factor.
Samsung is also highlighting early demand for the new range. European preorders for the latest Galaxy Z family were reportedly more than 20% higher than those of the preceding generation, with the Fold8 accounting for nearly 40% of those orders.
Apple has not confirmed a foldable iPhone. However, rumors have linked the company to a device sometimes referred to as the iPhone Duo, with unverified claims pointing to a price around $2,000 and possible stylus support.
A late Apple entry could still reshape the competitive picture, particularly if it can address durability, software and format questions that established foldable makers have spent years refining. For now, Samsung’s campaign is positioning the Galaxy Z Fold8 family as the experienced incumbent before Apple reveals whether a foldable iPhone is actually part of its plans.
