In an unexpected turn of events, Apple’s official support account on China’s Weibo platform inadvertently recommended a Samsung foldable smartphone. This incident has sparked discussions about the competitive dynamics in the rapidly evolving foldable phone market.
The Incident
On July 29, 2025, Apple’s Weibo account aimed to highlight a feature of the iPhone. However, the post mistakenly included an image of Samsung’s Galaxy Z Flip 7, accompanied by a caption that praised the device’s AI capabilities. The post read: Experience the future of smartphones with the Galaxy Z Flip 7’s advanced AI features. This error was quickly noticed by users and subsequently removed, but not before screenshots circulated widely online.
Market Context
This misstep comes at a time when the foldable smartphone market is witnessing significant growth and competition. Samsung has been a pioneer in this segment, with its Galaxy Z series setting benchmarks for design and functionality. The Galaxy Z Flip 7, released on July 25, 2025, boasts a sleek design, an 8.0-inch main AMOLED display, and advanced AI features integrated into its One UI 8 interface. Despite its premium price point of $1,999, the device has been well-received for its innovation and user experience.
Chinese manufacturers are also making substantial strides in the foldable phone arena. Companies like Huawei, Honor, and Xiaomi have introduced models that are thinner and lighter, appealing to consumers seeking portability without compromising on screen size. For instance, Huawei’s Mate XT, announced in September 2024, features a trifold design that expands from a 6.4-inch screen to a tablet-like 10.2-inch display. This innovation underscores the aggressive advancements by Chinese brands in the foldable segment.
Apple’s Position
Apple has yet to release a foldable iPhone, but reports suggest that the company is actively developing one. According to analyst Ming-Chi Kuo, Apple plans to launch its first foldable iPhone in 2026, with displays potentially supplied by Samsung Display. The device is expected to carry a premium price tag, reflecting its advanced technology and design.
The inadvertent promotion of a competitor’s product by Apple’s support team highlights the intense competition and rapid developments in the foldable smartphone market. It also underscores the challenges companies face in maintaining brand messaging consistency across global platforms.
Conclusion
As the foldable smartphone market continues to evolve, incidents like this serve as reminders of the importance of meticulous brand management. They also highlight the dynamic nature of the tech industry, where innovation and competition drive rapid changes, sometimes leading to unexpected situations.
