Samsung Electronics has launched a marketing campaign for its Galaxy foldable phone featuring a man with the same name as Apple CEO Tim Cook. This move comes as Apple unveiled its first foldable iPhone, the 'iPhone Duo,' prompting Samsung, which entered the market seven years earlier, to ramp up its comparative marketing efforts.
On September 12, Samsung Mobile's official Instagram account in New Zealand posted a photo of a man holding a Galaxy Z Fold8, stating, "Great news! Tim Cook has switched to a Galaxy phone."
The post continued, "Yes, that Tim Cook. The one from Palmerston North," adding, "Which Tim Cook were you thinking of?"
The man in the photo is not the Apple CEO but a namesake residing in Palmerston North, New Zealand. By highlighting the common name and introducing a twist with an ordinary person, Samsung promoted the Galaxy Z Fold8.
In a follow-up post, Samsung stated, "Tim Cook from Palmerston North introduces the Galaxy Z Fold8," using the hashtag 'SwitchToGalaxy,' targeting Apple users to consider switching to Galaxy devices.
This marketing strategy was launched immediately after Apple revealed the iPhone Duo. On September 9, Apple held a product launch event at Apple Park in Cupertino, California, where it introduced the iPhone Duo, its first foldable product since the original iPhone was released in 2007.
Samsung's competitive response has continued around the iPhone Duo's announcement. Samsung Mobile's official account in the U.S. posted, "You think we’re just waiting? Good. We’ll be here folding three times," emphasizing its foldable technology with the Galaxy Z Tri-Fold, which was released last December.
After the iPhone Duo was unveiled, Samsung posted, "Let us know when you’re done reheating the food we left behind," indirectly pointing out that Apple is entering the foldable market later than Samsung.
Marketing efforts have also been tailored to specific regions. Samsung's official account in Myanmar released a video showing a Galaxy foldable phone being folded and unfolded, resembling a clapping motion. The video included baby blankets and bottles reminiscent of the iPhone Duo, with the caption, "Welcome to foldables."
Since introducing the first Galaxy Fold in 2019, Samsung has led the foldable phone market with its Z Fold and Z Flip series. In July, it unveiled the Galaxy Z Fold8, Z Fold8 Ultra, and Z Flip8. Last December, it expanded its product line with the Galaxy Z Tri-Fold, which folds twice to create three sides.
With Apple's entry into the foldable phone market, competition is expected to intensify. Samsung aims to leverage its seven years of experience and diverse form factors, while Apple is set to capitalize on its iPhone ecosystem to penetrate the market.
* This article has been translated by AI.
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