Samsung intensifies its response to Apple's foldable entry

Samsung continues an unusually aggressive marketing response to Apple's iPhone Duo, emphasising that Galaxy foldables have already gone through eight generations of refinement. The company's latest Galaxy Z Fold devices compete directly with the Duo on form factor and premium pricing, but Samsung is positioning experience as its key advantage. That includes years of hinge development, multitasking software and durability improvements. The response illustrates how strategically important Apple's arrival is.

Rather than treating the iPhone Duo as another expensive niche device, Samsung appears to assume Apple could rapidly expand the entire category and threaten its leadership. Analysts cited by Reuters expect Apple's foldable share to increase quickly despite its late entry. Ironically, that could still benefit Samsung by convincing millions of consumers that folding phones have matured beyond early experimental hardware.

The battle now shifts toward software, ecosystem integration and durability rather than simply proving that flexible displays can work.