The technology rivalry between Apple and Samsung has taken on a new dimension through artificial intelligence and foldable phones. Both companies are in a race to prove their supremacy in these areas. In this context, the South Korean brand recently mocked its competitor in its latest ad.
Samsung Mocks Apple in Its Latest Ad
Samsung shared an ad video highlighting its recently launched new Galaxy Z Fold 7 foldable phone. The video criticizes Apple for not yet having a truly smart AI assistant or a foldable iPhone.
From "no shirt" to "new shirt" with #GalaxyAI on #GalaxyZFold7.
— Samsung Mobile US (@SamsungMobileUS) August 25, 2025
Unfold what’s possible: https://t.co/I3fOJvDBYH pic.twitter.com/1HTRb5Jrsz
In the new Samsung ad, a person using a Galaxy Z Fold 7 urgently needs to find a picture of himself in a shirt. His friend, who uses an iPhone 16 Pro Max, takes his picture with his phone and holds a napkin and a leaf to create a “shirt effect.” Of course, these methods don’t work.
After his iPhone-using friend fails, the user opens his Galaxy Z Fold 7 and, with just a few moves, uses AI support to add a shirt to his shirtless photo that looks so natural it’s indistinguishable from the real thing.
In short, this ad directly targets Apple’s shortcomings in AI and foldable phones. While Siri and Apple Intelligence fall short of expectations, Apple lags behind Samsung and Google in the foldable phone market.
However, this situation will change soon. It is known that a foldable iPhone is being prepared for next year. Apple is working intensively to improve Siri and Apple Intelligence. With these developments, Samsung’s marketing team will have to find stronger material for their future ads. This is because the next moves will be made in an environment where Apple offers real competition in the fields of foldable phones and AI.
