Samsung Mocks iPhone Duo's 'Crackgate' in New Ads

The Cliff News | 31 October 2026

Samsung is launching a pointed advertising campaign, directly targeting early issues experienced by iPhone Duo users. The South Korean tech giant is leveraging the recent problems with Apple's first foldable device, dubbed "crackgate" by some, to promote its own established line of foldable phones, specifically the Galaxy Z Fold 8.

An emerging trend among early adopters of Apple's foldable has seen a number of users report display cracks appearing in the center of the screen, often leading to the display panel failing. This consistent pattern suggests a potential flaw within Apple's hinge design, a concern Samsung is not hesitant to exploit.

Targeted Advertising Campaign

Samsung's strategy involves creating a series of unsubtle advertisements that draw a direct comparison between the iPhone Duo's reported durability issues and the proven reliability of its Galaxy Z Fold series. The company is actively encouraging customers to switch to its offerings, emphasizing its years of experience in the foldable market.

One notable ad, posted on Instagram by Samsung, explicitly states, "folding is nothing new to us" and "we know a thing or eight." This statement is immediately followed by a direct call to action: "Switch to Galaxy Z Fold8." The accompanying visual prominently features the now-familiar image of a cracked iPhone Duo screen.

Global Push and Humorous Tactics

The campaign is not limited to a single region, with various Samsung divisions participating. Samsung Canada's ad highlighting the iPhone Duo's screen issue has been met with similar efforts from other regional branches. Samsung Malaysia, for instance, has escalated the playful mockery with a post that reads, "Feeling a little FOMO seeing all this talk about durability… oops, we've just been busy folding and getting on with our day."

Further adding to the jab, Samsung Australia shared a post humorously illustrating "how life sounds when your screen doesn't break when opening your phone." Samsung Saudi Arabia even utilized a clever visual gag, placing an image of the iPhone Duo crack on a Galaxy Z Fold 8 screen, only to reveal it was merely a wallpaper, further underscoring their device's resilience.

Apple's Response and Market Context

While Apple is reportedly replacing affected devices, the situation serves as a stark reminder of the challenges inherent in introducing a first-generation foldable hardware. This is precisely the vulnerability Samsung is exploiting, positioning its Galaxy Z Fold 8 as the seasoned and reliable choice in the burgeoning foldable smartphone market.