SEOUL, September 24 — Samsung Electronics has recruited a man named Tim Cook to promote its Galaxy Z Fold 8, a campaign that leans on the executive’s coincidental name match with Apple CEO Tim Cook and is designed to generate social media buzz around the foldable line. The promotional Tim Cook is not the Apple executive, and Samsung has not disclosed his full identity or background beyond his name.
The campaign was reported in the week of the Galaxy Z Fold 8 launch, first by technology news outlets, and has since been covered by The Verge, CNET and other tech publications.
A namesake, and a long-running rivalry
The tactic echoes a tradition of brands using lookalikes or namesakes for comedic effect, including Samsung’s own past ads mocking Apple. Analysts note the approach is a low-cost viral marketing tactic that has generated media coverage without a major advertising spend. The campaign is expected to run across Samsung’s social media channels and possibly television.
Apple CEO Tim Cook joined Apple in 1998 and became chief executive in August 2011, succeeding co-founder Steve Jobs, and is one of the most recognizable executives in technology. Apple has not released a foldable iPhone as of the Galaxy Z Fold 8 launch, though industry analysts have long speculated that the company is developing one.
From the first Fold to the eighth
Samsung unveiled its first Galaxy Fold in February 2019 at a starting price of $1,980. The device went on sale in September 2019 after display durability issues delayed the original April 2019 launch. The line has since expanded through the Galaxy Z Fold 2 in 2020, the Fold 3 in 2021, the Fold 4 in 2022, the Fold 5 in 2023, the Fold 6 in 2024 and the Fold 7 in 2025.
The Galaxy Z Fold 8 is expected to feature improvements in hinge design, display crease reduction and camera technology, though Samsung has not released full specifications. It is also expected to integrate AI capabilities along the lines of the Galaxy AI features Samsung emphasised with the Galaxy S24 series, launched in January 2024.
The company’s marketing strategy has increasingly focused on those AI features. Samsung’s foldable phones have been praised for their multitasking capabilities and criticized for their high prices and durability concerns. The Galaxy Z Fold 8 is expected to address some of those concerns with a redesigned hinge and improved water resistance.
The market Samsung leads
The global foldable smartphone market shipped roughly 16 million units in 2023, according to International Data Corporation, and is projected to grow to 41.5 million units by 2027. Samsung held about 66% of that market in 2023, followed by Huawei and other Chinese manufacturers. The foldable segment remains niche compared with traditional smartphones, which shipped about 1.2 billion units in 2023.
Apple’s entry into the foldable market, expected by analysts as early as 2026, could intensify competition. Samsung’s mobile division reported revenue of KRW 30.4 trillion (about US$22.7 billion) in the fourth quarter of 2024, with operating profit of KRW 2.1 trillion (about US$1.6 billion).
The Galaxy Z Fold 8 launch event took place in Seoul and was streamed online. The device is available for preorder, with general availability expected later in the month. Pricing has not been officially announced, but previous models launched at $1,799 for the Fold 6 and $1,899 for the Fold 7.
Samsung’s headquarters are in Suwon, South Korea, and the company was founded in 1938 by Lee Byung-chul. Its mobile division is led by TM Roh, who has overseen the foldable line since its inception.
Watch for Samsung to release fuller Galaxy Z Fold 8 specifications and official pricing in the coming weeks, and for any signal from Apple on whether its long-speculated foldable will arrive to challenge Samsung’s early lead.
