Samsung Fights Apple Foldable Push as Counterpoint Projects 25 per Cent Duo Share
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Samsung launched a marketing blitz across Asia and Europe on Wednesday to protect its premium smartphone business. The campaign follows Apple’s release of its first folding handset, the $1,999 iPhone Duo.
Apple’s entry puts it in direct competition with the $1,899 Galaxy Z Fold 8. Counterpoint Research expects Apple to capture a 25 per cent global market share this year, cutting into Samsung’s projected 38 per cent share.
Cupertino designed the Duo with a passport-style layout similar to Samsung’s latest flagship, which runs Alphabet’s Gemini artificial intelligence. Samsung fought back by booking billboards across Seoul, Tokyo and London with slogans like “Welcome to Foldables” and “The World’s Lightest Fold”. It also posted technical notes on its consumer website detailing its hinge and weight reductions.
The Margin Fight at Two Thousand Dollars
A narrow $100 price gap shifts the fight to hardware refinement and software ecosystems. For telecom carriers and electronics retailers across Asia, having two players at the $2,000 price point turns foldables from a show into a high-volume margin driver.
Heavy risks sit with Samsung’s mobile division, which faces margin erosion if affluent buyers in South Korea, Japan and Greater China defect to iOS. Samsung Display supplies the folding screens for the iPhone Duo and collects component revenue on every unit sold. Even so, the handset division loses its most profitable hardware moat.
Rivalry in Component Supply and Social Media
Online, Samsung went on the offensive. It ran posts on X describing the Duo as “reheating our leftovers” and “So far, so same”. Apple chief executive John Ternus fired back, calling earlier foldables “like two phones awkwardly stuck together.”
Industry analysts note that Apple waited for screen mechanics to stabilize before entering the segment. “Apple is good at getting its timing right and entering the market when a product reaches a certain level of maturity,” said Ben Wood, chief analyst at CCS Insight.
Seven Years of Category Building
Samsung created the commercial category in 2019 after display failures delayed the original Galaxy Fold release by several months. Over the next eight device generations, the Suwon-based company improved screen durability and expanded global distribution while battling Chinese rivals like Huawei in domestic and regional markets.
Stores begin stocking the iPhone Duo later this month. That starts the first direct quarterly sales clash between Apple and Samsung during the peak year-end shopping season.