Samsung launches global ad blitz for foldable phones to counter Apple's Duo

Samsung has launched a global outdoor advertising campaign for its foldable Galaxy Z Fold 8 series, featuring digital ads at six major landmarks in cities worldwide since September 2nd. The South Korean company placed advertisements in Seoul, Tokyo, and London, using slogans like "Welcome to the world of foldable phones" and "The lightest foldable phone in the world," emphasizing the devices' thinness and lightness. This comes as Samsung prepares to compete with Apple, which unveiled its first foldable phone, the "Duo," priced at $1,999, under new CEO John Terrence. Apple's passport-like design mirrors what Samsung introduced less than two months ago in the Galaxy Z Fold 8, priced at $1,899. Counterpoint's assistant director Liz Lee called Apple's pricing a bold move, given the mere $100 difference. Counterpoint forecasts Apple will capture 25% of the foldable phone market this year versus Samsung's 38%, making the Korean firm more vulnerable to market share pressure. Samsung has developed foldable phones across eight generations since 2019, improving software for the foldable design and integrating AI and Galaxy device connectivity.