Samsung released a new advertisement, titled “A Real Upgrade,” directly targeting Apple’s iPhone and its perceived shortcomings in artificial intelligence capabilities and foldable technology. The advertisement specifically highlights the disparity between Samsung’s Galaxy AI and Google’s Gemini, compared to the features currently available on iPhones.
The commercial showcases a man utilizing a Galaxy Z Fold 7 alongside Galaxy AI to digitally add a shirt onto a photo of himself. This action is juxtaposed with a character using an iPhone, who is depicted awkwardly attempting to replicate the same effect by holding a napkin and a leaf against his chest. The advertisement emphasizes the contrast between the advanced features of Samsung devices and what it suggests are the limitations of Apple’s current offerings.
The ad also draws attention to the absence of a foldable iPhone in Apple’s product lineup. In one scene, the iPhone user expresses surprise and curiosity by asking, “Did you just unfold that?” This line underscores how the concept of a foldable phone remains novel and unfamiliar to those within the Apple ecosystem, according to Samsung’s marketing narrative. Samsung is capitalizing on the market buzz generated by its foldable devices.
From “no shirt” to “new shirt” with #GalaxyAI on #GalaxyZFold7.
Unfold what’s possible: https://t.co/I3fOJvDBYH pic.twitter.com/1HTRb5Jrsz
— Samsung Mobile US (@SamsungMobileUS) August 25, 2025
It has been reported that Apple is actively developing a foldable iPhone, potentially slated for release sometime next year. Concurrently, the company is focusing on enhancements to both Siri and its Apple Intelligence platform. These efforts aim to deliver the promised capabilities, although challenges persist in their development. Once a foldable iPhone is available and Apple’s AI advancements are realized, Samsung’s marketing strategies may require adjustments to effectively compete against tangible advancements from Apple in both the foldable and AI technology sectors.
This marketing campaign aligns with Samsung’s and Google’s recent tactic of highlighting the perceived technological advantages of their devices over iPhones. Google has employed the “BestPhonesForever” campaign, while Samsung has historically seized opportunities to contrast its products with Apple’s during new device releases. This latest ad continues Samsung’s pattern of directly addressing what it views as Apple’s technological gaps.
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