Samsung is back with another cheeky swipe at Apple, this time showing off how foldables can pull off tricks that iPhones simply can’t. The ad, posted on Samsung’s official X account on August 27, comes just ahead of Apple’s iPhone 17 launch on September 9 and has already sparked plenty of chatter.
In the 30-second clip, an iPhone user struggles to prop his phone up on a table — maybe to snap a selfie, hop on a video call, or just watch something hands-free. His curious cat makes the task even harder, knocking the device over as he tries to balance it upright. The punchline arrives when a friend casually places a Galaxy Z Fold 7 on the table, folded partway so it stands on its own. The foldable splits the display into two videos running side by side, a multitasking move that no bar-style iPhone can manage. A message flashes on screen: “Can your phone do that?”
Samsung clearly wants to drive home that point. With the Fold 7 and Flip 7, the company is leaning on slimmer designs, Galaxy AI tools, and unique use cases like Flex Mode to keep its foldables feeling futuristic. At $1,999, the Fold 7 remains pricey, but it’s also a reminder that Samsung has been iterating on this form factor for years, while Apple has yet to ship a foldable.
Rumors suggest Apple is working on one — possibly landing in September 2026 — but for now, Samsung seems happy to showcase what sets Galaxy apart. The ad might be playful, but it’s also a clear flex in the middle of the ongoing rivalry.
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