Samsung is not doing enough to capitalise on the opening created by reports of defects and a fragile foldable display in Apple’s new iPhone Duo. Over the past weekend, delayed shipments in most markets were followed by photos and videos from early pre-order customers raising fresh durability concerns.
Teardown analyses suggest a hinge component in the iPhone Duo may get stuck or break, potentially damaging the foldable display from underneath, though the precise cause of the reported failures remains unconfirmed. If these reports reflect a broader problem, Apple could face a serious challenge convincing consumers its first foldable is ready for the mainstream market; some observers are even expecting a recall.
Samsung, by contrast, has spent years refining its foldable designs. Independent stress and durability tests showed the Galaxy Z Fold 8 handled the same trials well, despite being thinner and considerably lighter than the iPhone Duo. That technical lead should offer Samsung a clear commercial advantage, yet the company’s public response has largely been limited to playful social media jabs rather than a concerted effort to convert competitor uncertainty into sales.
What Samsung should do next
Samsung should move beyond banter and make it easier for consumers to discover its foldables, trust their durability, and justify the cost of switching. Two concrete initiatives could make a real difference.
First, launch a dedicated foldable trade-in program aimed at owners of competing foldable phones. The offer should not be limited to iPhone Duo users, but Samsung should make clear that Duo owners will be welcome if they decide to switch. Anyone who already owns a foldable device from another manufacturer should have a compelling reason to consider trading up to a Galaxy Z Flip or Galaxy Z Fold — especially customers who tried foldables but became concerned about durability, reliability, or long-term support.
Second, run a bigger marketing push that highlights Samsung’s years of experience and the practical benefits that track record delivers. The campaign should focus on Samsung’s own strengths rather than attacking Apple, explaining why years of development matter when evaluating hinges, displays and the overall foldable user experience. A strong campaign could emphasise three points:
– Experience and refinement: show how years of development have improved Samsung’s designs, hinges, displays and software.
– Confidence and reliability: back durability claims with credible testing and provide transparent warranty, repair and support information.
– A compelling reason to switch: pair the product message with attractive trade-in offers targeted at current foldable phone users.
Timing matters. With Apple now in the category, 2026 could be a defining year for foldables. Samsung should act now to ensure growing consumer interest translates into Galaxy Z sales rather than letting the moment pass with little more than a few social-media quips.
