Samsung and Apple escalate foldable phone rivalry as iPhone Duo challenges Galaxy Z Fold 8

Samsung launched a publicity campaign for its foldable phones to counter Apple's new $1,999 iPhone Duo, unveiled Wednesday, which directly challenges Samsung's Galaxy Z Fold 8 in a category Samsung has long dominated. Apple's pricing, just $100 above Samsung's model, is seen as a bold competitive move. Counterpoint forecasts Apple will capture 25% market share this year, pressuring Samsung's expected 38% share. Samsung responded with billboard ads and sarcastic social media posts mocking Apple's innovation, while Apple's CEO criticized existing foldables as awkward. Apple is leveraging Samsung's supply chain, including screens from Samsung Display. Samsung launched the first mass-market foldables in 2019 after initial display issues, and has since released eight generations. Apple's entry leverages its timing expertise, entering as the technology matures, with analysts expecting it to significantly reshape the competitive landscape.