Samsung Mocks Apple's First Foldable iPhone in a German 'Welcome to Foldables'
TL;DR: Samsung is greeting the arrival of Apple's first foldable iPhone with a cheeky 'Welcome to Foldables' campaign in Germany — a classic piece of reactive comparative advertising from the brand that pioneered the category.
The comparative play
As Apple launches its first foldable iPhone, Samsung has responded in the German market with a pointed 'Welcome to Foldables' campaign, according to Horizont — a wink at the fact that Samsung has been selling folding phones for years while Apple is only now arriving.
It is textbook reactive advertising: pounce on a rival's big moment, reframe it, and remind the market who got there first. The subtext is simple — 'nice of you to join us'.
Why 'welcome to the party' works
When a giant like Apple enters a category, it validates that category enormously — suddenly everyone is talking about foldables. The pioneer's smart move is not to sulk but to ride that wave while claiming the mantle of experience and authenticity.
The 'welcome' framing is deft because it is confident rather than defensive. It concedes nothing while implying that Samsung has years of a head start. Comparative advertising works best when it punches from a position of genuine strength, and category leadership is exactly that.
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A rival's launch is a marketing opportunity, not just a threat. Apple's entry pours attention and credibility into foldables, and Samsung is right to surf that attention rather than resist it — the category growing benefits the leader most.
The risk with comparative advertising is looking petty or insecure. Samsung sidesteps that by keeping the tone playful and confident. Punch-up looks desperate; punch-from-strength looks like a leader having fun, which is the note to hit.
What businesses can take from it
When a big competitor validates your category, don't retreat — capitalise. Their marketing budget is doing you a favour by growing the market, and the incumbent with real experience is best placed to convert that attention.
But keep comparative work confident, not bitter. Punch from strength with a smile; the moment it reads as insecurity, you've handed the higher ground to your rival.
Quick FAQ
What is Samsung's 'Welcome to Foldables' campaign?
A cheeky comparative campaign in Germany responding to Apple's first foldable iPhone, reminding the market that Samsung pioneered folding phones years earlier.
Why respond to Apple's launch?
Apple's entry validates and grows the foldables category, and Samsung, as the experienced leader, is best placed to ride that attention.
What's the risk of comparative advertising?
Looking petty or insecure — Samsung avoids it by keeping the tone playful and confident rather than defensive.
A rival's launch is an opportunity, not just a threat — Apple's entry pours attention into foldables, and the category growing benefits the pioneer most. The craft is in the tone: punch-up looks desperate, punch-from-strength looks like a leader having fun. Samsung is right to surf the wave, not resist it. — Daniel Nikolla, Founder of Merx Marketing
When a big competitor validates your category, capitalise rather than retreat — but keep comparative work confident and playful, because the moment it reads as insecurity you hand the higher ground to your rival.
How would you respond if a giant rival entered your category tomorrow — retreat or ride the wave? Tell us.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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