Samsung has released a new advertisement for its Galaxy Z Fold 8 that leans on a familiar rivalry tactic: poking fun at Apple. This time, the company cast a New Zealander named Tim Cook—who shares both the name and appearance of Apple's CEO—as the face of the ad.
The spot, reported by The Verge, was timed to coincide with Apple's announcement of the iPhone Duo. It imitates the cinematic style of Apple's own product launch videos, with the lookalike declaring, "the future is here." The ad also includes a nod to a recent update to the real Tim Cook's profile picture.
Samsung and Apple have a long history of competitive advertising. More than a decade ago, Samsung ran an ad mocking iPhone users who waited in long lines. Another promoted the Galaxy Note 8 using a viral image of an Apple fan with a haircut resembling the iPhone's notch. The company also produced a series of "Ingenius" ads that depicted customers asking Apple Store employees about features like headphone jacks and included fast chargers.
Not all of Samsung's ads have been lighthearted. In 2024, the company responded to criticism of Apple's "Crush" iPad ad by showing a woman playing a damaged guitar on a recreation of Apple's set, with the tagline "Creativity cannot be crushed."
The two companies' rivalry has even drawn in other players. Microsoft once released an ad suggesting the two camps were "kind of like fighting."
While the ad is clearly designed to generate buzz, it remains to be seen whether such marketing influences purchasing decisions. The Verge notes that the ad is the latest in Samsung's ongoing strategy of directly challenging its biggest competitor. For consumers, the more relevant question is what the Galaxy Z Fold 8 offers in daily use and whether it justifies an upgrade—a topic the ad does not address.
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