In doing so, Samsung aims to portray its Fold and Flip models as particularly versatile. The devices feature modern hinges, slimmer housing and special software features such as Flex Mode, which allows them to be propped at different angles. Galaxy AI tools are also designed to make everyday life easier and open up new usage possibilities. While the Samsung Galaxy Z Fold7 remains a premium product with a steep price tag, it also shows that Samsung has consistently improved the foldable form factor over the years. In contrast, Apple is yet to launch its own foldable device.
Apple still doesn’t have an iFold
Rumor has it that Apple is working on a foldable device and is aiming for a possible market launch in 2026 at the earliest. But for now, Samsung is taking advantage of its current technological leadership. The commercial is humorously staged, but conveys a clear message at the same time: Foldable devices have long been suitable for everyday use and offer functions that classic smartphones cannot. Hence, the rivalry between Samsung and Apple remains a driving force of innovation.