Just a day after launching its latest foldable devices, Samsung says it won’t be influenced by rivals Apple as it prepares for the launch its very first foldable iPhone later this year.
With eight generations of foldable experience, research and development at its back, Samsung has established itself as the pioneering company of this latest and growing smartphone category.
SH Moon, Samsung’s Executive Vice President and Senior Executive in charge of Hardware at Mobile R&D, says the company’s focus is delivering what the customer wants rather than looking over its shoulder at competitors.
“When it comes to our strategy and philosophy of designing and engineering and the foldable products, we have our own independent visions which is not affected by what other competitors are doing,” Mr Moon said.
“We are very proud as a pioneer of this foldables category and we are also proud that we continue to raise the standard in this category.
“Furthermore, we have rich experience and know-how backed up by rich data and valuable user feedback that built up over the past seven generations.”
Mr Moon went on to say Samsung is only interested in delivering what its customers
truly want and need.
“These things will continue to drive our journey of developing even better products, which means that our users will continue to be even more excited.”
All rumours point to Apple finally launching its first foldable iPhone in September.
And if the well circulated designs are to be believed, the reported foldable iPhone will adopt a similar size and passport shape of Samsung’s new Galaxy Z Fold 8.
And unlike Samsung, Apple will not be teasing any of its new iPhones on social media.
In the week’s leading up to the Galaxy Unpacked launch event in London, Samsung ran a campaign around “a new shape unfolding” accompanied by wallet sized items like pizza, chocolate bars, photos and jigsaw puddles.
In London, Samsung even pulled the trigger two days early on some digital billboards in Earls Court showing the new Galaxy Z Fold8 Ultra and the Z Fold8.
How do we know?
We happened to be driving through that area after landing and making our way into central London.
And at that time we shared it on our Instagram and Facebook accounts.
* Stephen Fenech travelled to London as a guest of Samsung
