Key Takeaways
- Samsung launched a publicity campaign for its foldable phones, emphasizing its hardware advantage.
- Apple unveiled the Duo, a $1,999 foldable iPhone, challenging Samsung's dominance in the market.
- Counterpoint expects Apple to capture 25% of the foldable market, while Samsung is expected to hold 38%.
Samsung has launched a publicity campaign for its foldable phones, highlighting its hardware advantage and early entry into the segment. The campaign aims to counter a major challenge from Apple, which unveiled the Duo, a $1,999 foldable iPhone, on Wednesday.
The Duo, designed in a passport-shaped format, mirrors Samsung's Galaxy Z Fold 8, priced at $1,899 and powered by Alphabet’s Gemini artificial intelligence. Apple's pricing strategy is seen as a bold move, keeping the iPhone Duo just under the $2,000 mark.
Liz Lee, an associate director at market research firm Counterpoint, stated, 'We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure.' However, she added, 'Samsung also has scale, years of experience, and strong global distribution.'
Samsung has 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.
The company also detailed its long-running efforts to reduce the weight of its foldable phones in a post on its website, showcasing its commitment to innovation. Samsung has launched eight generations of foldable phones since 2019, facing growing competition from Chinese rivals like Huawei.
Responding to Apple's launch, Samsung launched a flurry of sarcastic posts on X, mocking what it portrayed as a lack of meaningful innovation. Posts included taunts such as 'reheating our leftovers' and 'So far, so same.'
Apple's new CEO, John Ternus, criticized existing foldables as being 'like two phones awkwardly stuck together.'
Ben Wood, chief analyst at CCS Insight, commented, 'Apple is good at getting its timing right and entering the market when a product reaches a certain level of maturity.'
Counterpoint expects Apple to hold a 25% market share, catching up with Samsung, which is expected to capture a 38% share this year.
We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure.
Liz Lee, Associate director at market research firm Counterpoint
So far, so same.
Samsung, Sarcastic post on X
Apple is good at getting its timing right and entering the market when a product reaches a certain level of maturity.
Ben Wood, Chief analyst at CCS Insight
