Samsung's New Zealand division took a bold marketing step in response to the market debut of Apple's first foldable smartphone — the iPhone Duo. In a promotional video for the Galaxy Z Fold 8, the company featured a person named Tim Cook; however, according to the primary sources, this is not the head of Apple, but an ordinary citizen who happens to share the same name. The video opens with an intriguing line: "Tim Cook has an announcement, and for the first time he's talking about Galaxy," after which the new foldable smartphone is introduced to the protagonist. This move instantly captured the audience's attention and sparked a wave of discussion on social media.
The Marketing Battle for the Foldable Device Segment
Competition in the foldable smartphone niche has intensified since Apple unveiled the iPhone Duo — its first foldable gadget, which hit the market in 2026. Samsung, which has dominated this segment for years, decided not merely to compete on technical specifications but also to play on an emotional level. The ad is aimed not only at showcasing the capabilities of the Galaxy Z Fold 8 but also at an indirect comparison of the two brands' experiences: Samsung has been releasing foldable devices for several generations, while Apple is only taking its first step in this direction.
Galaxy Z Fold 8: Technical Specifications
The Galaxy Z Fold 8, which went on sale in July 2026, is positioned by Samsung as the lightest member of the Fold family. The device features a 5.5-inch external display and a 7.6-inch internal folding screen, weighing just 201 grams in total. By comparison, the iPhone Duo weighs 254 grams, giving Samsung a notable advantage in the portability category. It is precisely these parameters — weight, display size, and years of experience in the segment — that the company places at the center of its marketing message.
Contradictory Data
There is a significant discrepancy between sources over who exactly appeared in the promotional video. The main text and the zamin.uz publication (12.09.2026) state unequivocally that on camera is an "ordinary citizen with the same first and last name," not Apple's CEO. However, the 3dnews.ru outlet claims in its headline: "Samsung hired the real Tim Cook for the Galaxy Z Fold 8 ad." The Ukrainian resource ukrmedia.news, for its part, uses the phrasing "Tim Cook switched to Galaxy," without clarifying whether this is the actual Apple CEO or his lookalike. Thus, the version that Tim Cook (Timothy Donald Cook) himself appeared in the video and the version that it was a private individual with the same name remain in open contradiction, and no final confirmation from Samsung or Apple itself has been obtained as of the time of publication.
Audience Reaction and Market Significance
Regardless of who exactly ended up on camera, the marketing impact of the video was substantial. The video quickly gained reach on social media, and hashtags related to "Tim Cook on Galaxy" became the subject of widespread discussion. For Samsung, such a campaign is a classic example of so-called "troll marketing," in which a brand earns free media coverage through provocation. For Apple, the situation is more complex: the launch of the iPhone Duo followed immediately by a competitor's ironic ad creates a dual information backdrop in which the foldable iPhone risks being perceived not as a breakthrough but as a belated move. Experts note that in 2026 the battle for the foldable segment has shifted from a purely technical plane to one of narrative and brand, and Samsung, it seems, has chosen a more aggressive strategy in this round.
