Samsung‘s latest ad campaign for the Galaxy Z Fold 7, titled “The Real Upgrade,” playfully lampoons Apple devices for lacking foldable screens and advanced AI features. The spot highlights Galaxy AI’s “Sketch to Image” ability, humorously contrasting a foldable Galaxy phone comfortably creating a shirt in a photo versus an iPhone user awkwardly holding around a napkin or leaf—and asking, “Can your phone do that?” This cheeky jab underscores Samsung’s continued lead in foldables and mobile AI, at a time when Apple is only rumored to launch its first foldable iPhone as late as 2026.
Sources: Phone Arena, Android Authority, Gizbot.com
Key Takeaways
– Foldable Focus: Samsung puts its Galaxy Z Fold 7 front and center, showcasing foldable hardware that Apple still lacks.
– AI Advantage: Galaxy AI, particularly the Sketch-to-Image tool, is used as a playful contrast to Apple Intelligence, which is still evolving.
– Strategic Jabs Ahead of iPhone 17: Timing is key—Samsung throws shade just before Apple’s iPhone 17 event, as rumors swirl about Apple’s own foldable iPhone in the pipeline.
In-Depth
Samsung’s latest marketing play, the “Real Upgrade” ad for the Galaxy Z Fold 7, is a smart mixture of swagger and humor—something you’ll probably chuckle at even if you’re firmly Team Apple.
The spot showcases a Galaxy AI feature that turns a casual shirtless pose into a sharp fashion moment with a simple fold and tap—while the poor iPhone user fumbles with napkins and leaves, struggling to make the same happen. It’s lighthearted, without being mean-spirited, and it nails its point: Samsung’s foldables and AI feel more advanced right now.
That said, Apple isn’t standing still—rumors suggest a foldable iPhone might arrive in 2026, possibly using Samsung’s own display tech, which would make this ad bittersweet in retrospect. In the meantime, Samsung’s confidently leaning into its advantage with timing that couldn’t be sharper—right before Apple’s iPhone 17 announcement.
Critics might dismiss the ad as gimmicky, but it’s effective: it sparks conversation, showcases real innovations, and does it all with a wink rather than a sneer.