Apple has finally entered the foldable smartphone market, years after Samsung established itself as an industry leader. The company unveiled the iPhone Duo at its “Surprise and Shine” event on Wednesday, September 9. The launch ends years of speculation about Apple’s plans for foldable devices.
The iPhone Duo features a book-style design focused on multitasking, productivity and entertainment. It starts at $1,999 and opens from a 5.4-inch outer display into a 7.6-inch screen.
However, Samsung wasted little time reacting to Apple’s biggest smartphone launch. The Korean technology giant turned to social media with a series of sharp jokes. 
The exchange quickly turned the launch into another chapter in their long-running rivalry.
Apple Finally Enters the Foldable Market
The iPhone Duo marks Apple’s first entry into the foldable smartphone category. Its 7.6-inch internal display becomes the device’s main screen when fully opened.
Apple has also introduced tools designed to help applications adapt smoothly between both displays. The company says the device is its thinnest iPhone when unfolded.
It features a titanium frame and Apple’s new A20 Pro chip. Unlike recent iPhones, the foldable uses Touch ID through its side button. Apple has also placed the selfie camera beneath the inner display.
The device will reportedly come in white and blue. Pre-orders are scheduled to begin on September 12, ahead of its September 18 release.
However, another section of the supplied launch details gives October 16 and October 23. Those dates should therefore be verified before publication.
READ ALSO: What the Yet-to-Be-Released iPhone 18 Pro May Look Like
Samsung Wastes No Time Mocking Apple
Samsung has spent years developing and selling foldable smartphones. The first Galaxy Fold launched in 2019, giving Samsung a significant head start. Therefore, Apple’s arrival gave Samsung an opportunity to remind consumers of that history.
Samsung Mobile US posted several comments during Apple’s event.
One post described Apple’s launch as “So far, so same.”
Another joked that Samsung was already “folding 3 ways”.
The company appeared to reference foldable devices capable of using multiple hinges.
However, one particular post attracted the most attention.
“Let us know when you’re done reheating our leftovers,” Samsung wrote.
The comment appeared shortly after Apple introduced the iPhone Duo. Samsung had also promoted the Galaxy Z Fold 8 before Apple’s presentation.
The company described its latest foldable as the world’s lightest foldable phone. Consequently, Samsung’s online response appeared designed to reinforce its leadership claim.
Duolingo Joins the Smartphone Banter
Samsung was not the only company to join the conversation. Language-learning platform Duolingo also poked fun at Apple’s choice of the name “Duo”. The company joked that Apple had named a phone after it.
It also referenced the foldable design while highlighting the larger screen for lessons. Samsung joined the exchange by telling Duolingo that Apple had copied it too.
READ ALSO: These iPhones Will Become Outdated in 2026—Is Yours on the List?
Duolingo then fired back at Samsung.
The playful exchange added another layer to an already lively product launch.
Meanwhile, online reactions remained divided. Some users praised Apple’s polished design and smooth fold animation. Others questioned whether Apple deserved credit for features already offered by competitors.
Can Apple Challenge Samsung’s Foldable Lead?
The iPhone Duo gives Apple access to a smartphone category Samsung has dominated for years. Its arrival could therefore intensify competition across the premium foldable market.
Apple is betting on its ecosystem, software integration and familiar user experience. Meanwhile, Samsung has years of experience refining its folding technology.
The rivalry could push both companies to improve their designs even further.
Apple has also introduced other products alongside the foldable iPhone. These reportedly include AirPods 5 with live translation features. The company also unveiled an Apple Watch readiness score. That feature estimates how prepared users are for the day.
Still, the iPhone Duo remains the biggest talking point. Apple may have entered the foldable market late.
However, its arrival could reshape the competition in a major way. For Samsung, the message appears clear: the foldable battle is far from over.
READ MORE: 5 Hidden Things Your iPhone’s Charging Port Can Do That Nobody Told You About
About The Author
