Samsung's new 'Slice' advertisement for the Galaxy Z Fold 8 makes a direct jab at Apple's late arrival to the foldable market.

The Instagram video shows an apple — the fruit, not the company — chopped into pieces before one slice rolls past the Galaxy Z Fold lineup spanning from 2019 to 2026's Z Fold 8.

The ad ends by touting that Samsung's $1,900 passport-style foldable is thinner and lighter than the $1,999 iPhone Duo, which Samsung achieved partly with new Flex Titanium display technology and higher-capacity silicon-carbon batteries, according to CNET.

The taunting goes beyond a single ad. Notebookcheck reports that Samsung Canada posted Instagram wallpapers featuring the now-iconic pixel defects in the middle of the screen, with a reminder that foldable phones are nothing new for Samsung.

Samsung Malaysia followed with a meme video showing a Galaxy Z Fold 8 suddenly displaying a broken screen after being folded six times — a reference to the first Reddit failure reports — though in the video it was just a wallpaper.

Competitor Honor is also joining the discussion on Instagram and X, per Notebookcheck.

The iPhone Duo launched on a Friday to long lines and preorder waits, but some first-weekend buyers of the $1,999-and-up phone reported the inner display breaking with horizontal bright lines emanating from the hinge.

Apple confirmed it was aware of an issue affecting a 'small number' of units and is replacing them under AppleCare, with out-of-warranty inner-screen repairs priced at $999, CNBC reports. iFixit theorized the hinge design may be to blame, with CEO Kyle Wiens writing that 'a manufacturing variance or grain of sand can kill the fragile display panel it protects.'

The mocking carries some risk for Samsung itself. Notebookcheck notes Samsung can only hope it never faces a major product scandal of its own, recalling the Galaxy Note 7.

Breaking screens have plagued foldables since 2019, when reviewers found early Samsung folding devices cracked during normal use — a problem seen as a major roadblock to adoption.

Notebookcheck also argues crackgate differs from genuine scandals like the iPhone 6's bendgate because the number of affected devices appears small, but it still advises owners to handle their roughly $2,000 foldable carefully and protect it from dirt.

The bigger concern may not be brand image, which a company of Apple's size can weather, but the future of foldable phones themselves.

Commentary in the vietnam.vn piece argues users need foldables that are more affordable, with better cameras and long-term durability, and Apple's entry was expected to accelerate market growth — so quality problems at launch could reverse that momentum.

Early reviewers praised the unfolded experience for multitasking and media but noted many apps are not yet optimized, though Apple says developers are updating apps rapidly, CNBC reports.

All eyes now turn to the iPhone Duo 2, expected in 2027 — the 20th anniversary of the original iPhone, which Apple reportedly could not delay the first Duo away from.

The successor must do more than reinforce the hinge: at a $1,999 starting price it needs a larger battery, a better camera system and a meaningfully different experience, per the vietnam.vn analysis.

If durability issues persist, the piece warns Apple will face a harder question: whether it is worth continuing to pursue the foldable market at all.