Samsung Previews Foldable Disruption in Teaser That Takes on Apple

With just days to go before its highly anticipated foldable launch event on July 9, Samsung has released a bold new teaser. This time, Apple is squarely in its crosshairs. In a 38-second video titled “propaganda I am not falling for,” the Korean behemoth takes a clever, creative swipe at the common narratives used by smartphone brands — particularly Apple — to keep users locked to their ecosystem. The teaser subtly champions individuality, creativity, and breaking free from the status quo.

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Samsung calls out the industry’s “propaganda” in its new foldable teaser

Set against a calm, artistic backdrop of a woman arranging flowers, Samsung’s latest Unpacked teaser lists nine so-called marketing myths, referred to as propaganda. The company suggests that the industry designed these myths to limit consumer choice and stifle innovation:

• Phone upgrades should be minimal
• Should have what everyone else has
• Good enough is good enough
• Camera quality doesn’t matter
• Blue texts are better
• You’ll lose your data if you switch phones
• Learning a new operating system is hard
• Only certain brands let you be creative
• Status quo is the way to go

These lines aren’t random — they mirror some of the most persistent arguments often associated with Apple’s ecosystem. For example, the line “blue texts are better” is a direct jab at Apple’s iMessage bubble divide. It creates a cultural divide between iOS (blue) and Android (green) users. Similarly, “you’ll lose your data if you switch phones” and “learning a new operating system is hard” reference concerns around switching from iPhone to Android, concerns Samsung wants to squash.

Samsung isn’t just mocking its biggest rival — it’s framing the upcoming Unpacked event as a moment of disruption and innovation. By calling out the so-called myths of the smartphone industry, the company is setting the stage for something different, likely referring to the launch of its next-generation foldables. “Something worth the hype is unfolding,” it says, hinting at big foldable innovations.

Perhaps Samsung will showcase the long-rumored tri-fold at the event. An official launch for the device looks unlikely, but we won’t be surprised if the company ends the Unpacked with a glimpse of the new product expected later this year. The event is already confirmed to bring the Galaxy Z Fold 7, Flip 7, Flip 7 FE, Galaxy Watch 8, Watch 8 Classic, and Galaxy Watch Ultra (2025).