Samsung launched a social media campaign targeting Apple's unchanged iPhone slab design by promoting the Galaxy Z Fold7 and Galaxy AI features, including the "Sketch to Image" tool that converts rough drawings into finished images. The campaign surfaced weeks before the iPhone 17 launch and reused a branded tweet to underline Samsung's foldable advantage. Industry reporting suggests Apple will not ship a foldable until late 2026 and that Samsung Display may supply panels for Apple's future foldable, adding irony to the rivalry. Samsung also contrasted its broader Galaxy AI capabilities with Apple's newer, narrower AI additions.
Samsung's latest ad, shared across its social media channels, directly compares the Galaxy Z Fold7 to Apple's iPhone, highlighting the latter's unchanged slab design against Samsung's evolving foldable lineup. The campaign also showcased Galaxy AI, with special focus on the "Sketch to Image" feature that turns rough drawings into finished images. From "no shirt" to "new shirt" with #GalaxyAI on #GalaxyZFold7. Unfold what's possible: https://t.co/I3fOJvDBYH pic.twitter.com/1HTRb5Jrsz - Samsung Mobile US (@SamsungMobileUS) August 25, 2025
This isn't Samsung's first cheeky jab at Apple - the company has a long history of provocative marketing that often stirs conversation. With Apple's first foldable iPhone not expected until late 2026, Samsung is capitalizing on its head start, while industry reports suggest that Samsung Display may even supply Apple with panels for its debut foldable, adding irony to the rivalry.
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