On September 9, 2026, Apple unveiled its first foldable smartphone — a device named the iPhone Duo. The presentation, as expected, became an event not only for brand fans but for the entire industry: competitors did not miss the chance to publicly remind the audience of their own foldable lines and to joke about the novelty. As a result, one of the most prominent marketing spats on social media in recent times unfolded around the announcement, involving Samsung, Duolingo, Motorola, and even the Canadian division of the South Korean giant.
The First Foldable iPhone: What Apple Showed
The iPhone Duo marked Apple's long-awaited entry into the foldable device segment. The smartphone features a titanium body and is available in two color options — Star White and Night Sky. The outer display has a 5.4-inch diagonal, and when unfolded, users get a 7.6-inch screen; both displays support ProMotion technology with a refresh rate of up to 120 Hz. Performance is handled by the A20 Pro chip, while the main camera consists of two 48-megapixel modules. The device's thickness in the unfolded state is 5.2 mm, weighing 254 g, with IP68 protection and Apple Pencil support. Buyers are offered storage options of 256 GB, 512 GB, 1 TB, and 2 TB.
Samsung and Duolingo: Jokes About the Name and Features
Samsung Mobile US was the first to react, publishing a series of ironic messages. The brand reminded that it has been releasing foldable smartphones for several years, writing: "Let us know when you're done heating up our leftovers." Samsung also joked about the StandBy mode, which allows the iPhone Duo to be used as a desk clock: "Just not these bedside clocks. It feels like 'Groundhog Day' all over again." The novelty's name, echoing the language app Duolingo, was not left out either: "I'm so sorry, Duolingo. They copied us too. Solidarity."
Duolingo picked up the joke and distanced itself from the comparisons with the meme phrase "When an ugly stranger calls you their twin," after which the dialogue turned into a light online feud. The app also joked about the price and promoted itself: "They named the phone after me and made it flexible" and "iPhone Duo: $1,999. Duo on your iPhone: free."
Motorola and Samsung's Canadian Division
Motorola also decided to creatively remind people of itself, releasing a promotional video focused on the iconic Razr line with the caption "New in their hands, iconic in ours." Samsung's Canadian division also made its mark: the company published a clip featuring the Galaxy Z Fold8 and the laconic phrase "Imitation is the sincerest form of flattery," amplifying the comedy with a sound featuring a popular Courtney Kardashian quote.
Contradictory Data
The sources show a discrepancy in the device's name. The main article by Wave (RBC.UA) and a number of publications consistently call the novelty the "iPhone Duo," which is also reflected in the competitors' jokes. However, Euronews used the wording "iPhone Ultra" in a pre-presentation announcement dated August 27, 2026. Thus, until the name is officially fixed, two versions coexist in public sources — "Duo" and "Ultra." The fact of the presentation of Apple's first foldable smartphone on September 9, 2026, and the competitors' reactions, however, are beyond doubt.
Market Context
The appearance of a foldable iPhone is an event that, according to industry observers, could shake up the market: the "book" format of foldable devices is forecast by analysts to become a leader in the segment. The ironic exchange between brands only underscores that competition in the foldable smartphone niche, where Samsung and Motorola have worked for years, is now becoming truly multipolar — and Apple is no longer just an observer in it.
