Samsung mocks iPhone Duo's cracked-screen problem in new ads

Samsung has turned the problems that followed the launch of Apple's first foldable, the iPhone Duo, into advertising material. In new posts published from its social media accounts in several countries, the company openly targets the cracked screens seen on the iPhone Duo and invites users to move to the Galaxy Z Fold 8.

The ads do not rely on subtlety. Samsung delivers its message head-on, putting the glitch in its rival's first foldable attempt front and center.

The screen problem on the iPhone Duo

After the iPhone Duo went on sale, a similar picture emerged among early adopters. A group of users reported crack-like damage in the middle of the device's display, with the panel ceasing to work in that area. The fact that the damage appears in the same way and at the same spot on every affected unit suggests a possible flaw in Apple's hinge design. Users have taken to calling the issue "crackgate."

Apple is replacing the affected devices. But the move also underlines how demanding the territory is for a company making its first attempt at foldable hardware. There is no official explanation of the exact cause. Among users, the speculation is that the material is fracturing around the hinge area or that the design cannot withstand a certain amount of pressure.

Samsung's ad campaign across countries

In an ad on Samsung Canada's Instagram account, the company says folding is nothing new for it, using a play on words that nods to the Fold 8's name. The message is blunt: switch to the Galaxy Z Fold 8. The ad's image also includes the iPhone Duo's well-known screen crack.

Samsung Malaysia's post goes a step further. In an ironic tone, it says that after hearing all the talk about durability it feels a bit of fear of missing out, but that it is busy folding its phone and getting on with its day. Samsung Australia nods at the same topic with a post describing what a life without a shattered screen sounds like when you open your phone.

A playful twist from Saudi Arabia

Samsung Saudi Arabia's post takes a more playful route. The content shows the iPhone Duo's crack on the screen of a Galaxy Z Fold 8, then reveals that it was only a wallpaper all along.

Rivals using each other's weak moments in advertising is nothing new in the tech industry. Still, this campaign stands out because Samsung is handling the same subject in different tones from four separate country accounts, and because it is turning a problem in Apple's first-generation foldable straight into a sales pitch. How quickly Apple's replacement program will close the issue, and whether a lasting fix will follow, remains unclear for now.