Samsung bought a billboard right next to Apple's to pull off ultimate troll about iPhone Duo
Published on Sep 30, 2026 at 5:46 AM (UTC-4)
by Daisy Edwards
Last updated on Oct 13, 2026 at 4:01 AM (UTC-4)
Edited by
Mason Jones
Samsung appears to have pulled off one of its cheekiest advertising moves yet, placing a billboard directly beside Apple’s iPhone Duo campaign in Delhi.
Travellers to Delhi airport will find themselves greeted by a duo of billboards with the world’s two biggest tech companies seemingly in a stand off.
Samsung has clearly thrown down the gauntlet and made the first move when it comes to Apple’s iPhone Duo.
It turns out, however, that this particular stand off has been going on a lot longer than many would realize.
Samsung has a message for Apple’s first foldable
All’s fair in love and gadgets.
The latest hijacked advertising campaign that has everyone talking shows Apple’s iPhone Duo billboard advertising the new foldable phone, with Samsung’s much larger black billboard sitting immediately alongside it.
Apple unveiled the iPhone Duo on September 9 as its first-ever foldable iPhone, opening up to reveal a 7.6-inch inner display and folding down to a 5.4-inch outer screen.
Apple says pre-orders begin October 16, with the phone arriving on October 23.
The phone starts at $1,999 in the US for the 256GB version, with storage options going up to 2TB.
Samsung, meanwhile, has been making foldable phones since 2019, when it launched the original Galaxy Fold.
Samsung purchased a bigger billboard next to the iPhone Duo one, claiming that “[They’ve] been folding since 2019” showing that lots of tech companies believe that Apple were late to the party.
The iPhone Duo is better late than never
This isn’t actually the first time Samsung has thrown shade at Apple when it comes to beating it to the finish line with foldable phones.
All the way back in 2021, when the iPhone 14 had just launched, Samsung ran a series of ads goading the tech brand into joining them in the niche market they’d built.
Apple never responded with advertising that directly aimed at Samsung, but it was clear that the goading made an impact, because in 2026 we have Apple’s first foldable iPhone Duo.
Apple has finally entered Samsung’s territory
There’s a certain irony to Samsung being able to make this particular joke after spending years trying to convince consumers that foldable phones were the next big thing.
Now that Apple has entered the category, the rivalry has suddenly become much more interesting.
The $1,999 iPhone Duo is Apple’s most expensive entry into the regular iPhone lineup by a considerable margin, while Samsung has already had several generations of foldable phones to develop its designs.
But for Samsung, this billboard serves to remind the people of the world that actually the Galaxy Fold was here first.
And you better not forget it.
Daisy is a technology and automotive journalist covering artificial intelligence, consumer tech, Apple news, cryptocurrency, emerging technologies, and transportation innovation. Since joining the team in 2025, she has reported on everything from AI-powered startups and major iOS updates to viral car stories and the latest developments shaping transportation and the digital economy. Drawing on her background in automotive journalism and a degree in History and Journalism from Goldsmiths, University of London, Daisy specializes in breaking down complex topics into clear, engaging reporting for a global audience. Her work spans cutting-edge technology, innovative vehicles, and the people driving change across both industries. Daisy has gained first-hand access to some of the world's most talked-about technologies and innovators, including meeting Tesla's Optimus humanoid robot during its first European appearance in London. She has also discussed the future of space exploration with an astronaut, bringing unique insights and real-world perspectives to her coverage of emerging technology.
