Apple’s first foldable iPhone has barely entered the market conversation, but brands have already found ways to make it their own.
Following the launch of the iPhone Duo, Samsung and language-learning platform Duolingo took to social media with playful digs at Apple’s new device. Samsung’s posts positioned the foldable iPhone as a late arrival to a category it has been building for years, while Duolingo focused on the phone’s name.
Samsung was quick to turn Apple’s launch into an opportunity to highlight its head start in foldables.
As Apple unveiled the iPhone Duo, Samsung Mobile US posted on X: “Let us know when you’re done reheating our leftovers.” The jab was a direct reference to Samsung’s long-standing presence in the foldable smartphone category.
Let us know when you’re done reheating our leftovers 😉
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
Samsung’s social commentary had started even before the Duo was unveiled. During Apple’s launch event, the brand posted “So far, so same” with the hashtag #ItsTimeToSwitch, taking aim at the iPhone 18 Pro’s design and updates.
As anticipation around Apple’s foldable grew, Samsung followed with another post referencing its own foldable portfolio, saying it would be “folding 3 ways” while waiting for Apple’s announcement, a nod to Samsung’s Galaxy Z TriFold.
The larger point behind Samsung’s trolling was clear: Apple may have entered the foldable market, but Samsung believes it has already done the groundwork.
Samsung wasn’t the only brand to jump into the conversation. Duolingo spotted a much simpler opportunity in Apple’s product name. The language-learning platform’s mascot is called Duo, giving the brand an obvious opening to react to the iPhone Duo.
Duolingo posted: “They named a phone after me and made it bend over.”
Samsung then joined the joke by replying to Duolingo, saying Apple had “copied” them too. The exchange effectively turned Apple’s product naming into a three-way piece of brand banter.
I’m so sorry, @DuoLingo. They copied us too #Solidarity
— Samsung Mobile US (@SamsungMobileUS) September 9, 2026
Behind the social media jokes is a significant product move for Apple.
The iPhone Duo is Apple’s first foldable iPhone, opening into a 7.6-inch inner display while offering a 5.4-inch outer display when closed. Apple has positioned it as a larger canvas for multitasking, gaming and content consumption while retaining a pocketable form factor.
The launch also puts Apple directly into a category where Samsung has had a considerable head start. Samsung introduced its first Galaxy Fold in 2019, and its foldable portfolio has since expanded across multiple form factors.
