Samsung teases Apple in new Galaxy Z Fold 7 ad

Samsung is teasing Apple again – this time by emphasizing that foldable smartphones can do things that iPhones can’t yet. The company posted the ad to its official X account on Aug. 27, just days before the iPhone 17 is scheduled to be unveiled on Sept. The spot has already generated a lot of discussion.

In the 30-second clip, an iPhone user tries to place his phone vertically on a table – to take selfies, make a video call, or just watch a hands-free video. The task is complicated by his curious cat, who knocks the smartphone down as soon as the owner tries to set it up. The denouement comes when the hero’s friend puts the Galaxy Z Fold 7 on the table, bent at an angle, and it confidently stands on its own. On the screen, the smartphone shows two videos at the same time – in multitasking mode, unavailable for the usual “bars”-iPhone. It begs the question, “Can your phone do that?”

Samsung is clearly emphasizing this distinction. With the Fold 7 and Flip 7, the company is banking on a slimmer design, Galaxy’s proprietary AI tools, and unique scenarios like Flex Mode to make foldable devices look as “futuristic” as possible. The Fold 7 is priced at $1,999, and while that’s expensive, Samsung reminds us that it’s been developing the foldable smartphone format for a few years now, while Apple hasn’t released a single model yet.

Samsung’s foldable smartphone is the only one that’s been available for a few years.

Apple is rumored to be working on its own foldable device, which could come out in September 2026. But for now, Samsung is clearly having fun showing off what makes the Galaxy stand out from the iPhone.