Apple’s first foldable smartphone, the iPhone Duo, was announced at its hardware presentation on September 9. The gadget costs $1,999 and represents Apple’s foray into a product area that Samsung has dominated since 2019, when it introduced the Galaxy Fold. The presentation also announced the iPhone 18 Pro, iPhone 18 Pro Max, and other hardware improvements. However, within minutes of the iPhone Duo announcement, the internet discourse turned from Apple’s hardware to a public exchange between Samsung and Duolingo.
Samsung Mobile US began posting on X as soon as the Apple presentation began. It provided ongoing commentary during the presentation, such as “So far, so same” and “Accessories? It’s giving condiments but no food.” #ItsTimeToSwitch.”
When Apple showed the iPhone Duo, Samsung posted, “Let us know when you’re done reheating our leftovers.” It followed with more posts, including one comparing the device’s bedside clock mode to “Groundhog Day” and another that read: “Making us wait? Fine. We’ll be over here, folding 3 ways.”
The posts were structured around Samsung’s history with foldable phones. Apple has previously mentioned its first-mover status whenever it enters a category in which it has been present for many years.
Apple’s choice of naming for the foldable tablet elicited a distinct response. “iPhone Duo” mimicked Duo, the infamous Duolingo green owl mascot. The brand posted: “it’s called the iPhone WHAT???” followed by “oh god oh god my SEO my SEO,” alluding to the possibility that searches for “Duo” might now go to Apple’s device.
Duolingo continued the bit with a post reading: “they named a phone after me and made it bend over.” It also compared the two products directly: “iPhone Duo: $1999. Duo on your iPhone: free.”
Samsung immediately included Duolingo in its own posts, tweeting, “I’m so sorry, @Duolingo. They copied us too. #Solidarity.” Duolingo responded: “When an ugly stranger calls you twin, No Brand,” converting Samsung’s comment into yet another jest rather than a direct response.
The exchange between Samsung and Duolingo attracted more attention online than the iPhone Duo’s hardware. Samsung’s posts reportedly drew over a million impressions.
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The announcement also sparked a larger surge of memes and reaction postings from X users and other accounts, which focused on the product’s design, pricing, and similarities to other manufacturers’ foldable phones. None of this action was organized by Apple.
Product launches by huge technology companies have become opportunities for other brands to join a popular topic. Samsung’s posts attempted to remind customers that it had been selling foldable phones for years before Apple’s entrance. Duolingo utilized it to highlight the serendipity of keeping its mascot visible during a time when attention was already focused.
The product being introduced does not have to be related to their business. What important is that the moment is being observed.
Here are the businesses who joined the marketing moment with their clever postings and creatives:
Durex
Snabbit
Heineken
Duolingo
Instamart
Ryanair
Burger King
