Samsung Canada posted a Galaxy Z Fold8 video using Kourtney Kardashian's viral 'you copy me' rant to mock Apple's first foldable iPhone Duo.
Samsung did not wait long after Apple unveiled its first foldable phone. The South Korean tech giant's Canadian division posted a video on its social media handles promoting the Galaxy Z Fold8 to mock the iPhone Duo for its uncanny resemblance.
The video's soundtrack adds salt to the burn. Samsung used Kourtney Kardashian's now-iconic reality television line in which she accused her mother, Kris Jenner, of copying her personal style. Overlaid on screen, in plain text: 'Imitation is the sincerest form of flattery.'
The post arrived immediately after Apple's 9 September announcement of the iPhone Duo, a $1,999 book-fold device with a 7.6-inch-wide internal screen, marking Apple's first entry into the foldable smartphone category. Apple described the device as something that is 'entirely new and at the same time remarkably familiar.'
Samsung Canada's Facebook video drew a direct visual comparison between the two devices. The Galaxy Z Fold8 and the iPhone Duo share a similar wide aspect ratio when unfolded, a design detail that gave the Kardashian reference its commercial logic.
Samsung's Campaign Against Apple
Samsung Canada's post was one piece of a coordinated, multi-platform effort. Across X and Instagram, Samsung's official accounts deployed a series of pointed messages directed at Apple following the iPhone Duo reveal.
One post read simply, 'So far, same,' while another told Apple to 'Let us know when you're done reheating our leftovers.'
In another ad, Samsung also shared: "Was there range? No. Was it exciting? No. Did it happen? Yes," while adding the hashtag #ItsTimeToSwitch.
The campaign extended beyond digital posts. Samsung also reportedly mounted a billboard blitz alongside its social media push, framing the iPhone Duo launch as confirmation of what Samsung had been doing for years rather than a competitive threat.
What the Galaxy Z Fold8 Offers
Samsung Galaxy Z Fold8 was officially announced and released on 22 July, 2026. It weighs 201 grams and features a 5.5-inch cover screen when closed. The device runs on a Snapdragon 8 Elite Gen 5 processor and includes Samsung's suite of Galaxy AI features.
Since the iPhone Duo's launch, the Galaxy Z Fold8 has been available at a record-low retail price of $1,650, more than $300 below its original price point and $349 below the iPhone Duo's $1,999 entry price.
For years, Samsung operated the foldable category with limited high-end competition in the Western market, asserting its dominance in the global market. The iPhone Duo's launch changes that calculus.
Samsung's marketing response suggests the company is treating the moment as an opportunity to demonstrate its experience rather than take a defensive stand.
