# Samsung marketing rivalry with Apple

> Live situation record from CLSTR: https://clstr.news/situations/samsung-marketing-rivalry-with-apple
> Updated: 2026-10-01T07:27:52.000Z. Sources: 12. Developments: 2.

Samsung has initiated a series of marketing campaigns targeting Apple following the latter’s announcement of the iPhone Duo. The campaign began in New Zealand with a viral advertisement featuring a local real estate agent who shares a name with Apple’s former CEO, Tim Cook. The ad, which mimics a technology keynote, used the homonym to claim that ‘Tim Cook has switched to Galaxy’ while demonstrating Galaxy Z Fold8 features.

This evolved into a broader global advertising offensive including social media posts, parody videos, and large-scale billboards in cities such as London, Tokyo, and Seoul. Samsung’s messaging emphasizes its role as a pioneer in the foldable phone market, using slogans like ‘New for them’ to contrast its established technology with Apple’s recent entry into the sector. Apple has defended its development timeline for the iPhone Duo, a device designed to function as both a phone and a tablet.

## Claims

- Samsung launched an advertising campaign across multiple platforms following the presentation of the iPhone Duo. (corroborated by 2 sources)
- Samsung installed giant billboards in London, Tokyo, and Seoul featuring the Galaxy Fold 8 with the message 'New for them'. (corroborated by 2 sources)
- Samsung claims to have pioneered the foldable phone market in 2019. (corroborated by 2 sources)
- Apple asserts that the development of the iPhone Duo justifies the years of investment. (corroborated by 2 sources)
- Shipments for the new Apple device are scheduled to begin on October 23. (corroborated by 2 sources)

## Timeline

### 2026-10-01: Samsung launches global ad campaign mocking Apple's iPhone Duo

Samsung has launched a global advertising campaign, including billboards in London, Tokyo, and Seoul, to mock Apple's new iPhone Duo and highlight Samsung's established leadership in foldable technology.

5 sources. https://clstr.news/cluster/samsung-launches-global-ad-campaign-mocking-apples-iphone-duo

### 2026-09-15: Samsung launches viral campaign featuring Tim Cook namesake

Samsung New Zealand launched a viral campaign featuring a Palmerston North resident named Tim Cook to promote the Galaxy Z Fold8, strategically mimicking Apple’s keynote style.

7 sources. https://clstr.news/cluster/samsung-launches-viral-campaign-featuring-tim-cook-namesake

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Cite as: Samsung marketing rivalry with Apple. CLSTR, https://clstr.news/situations/samsung-marketing-rivalry-with-apple