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Samsung's sliced-apple ad targets iPhone Duo screen complaints

A South Korean report connects Samsung's folding-phone promotion with damaged-screen posts and John Ternus's earlier criticism of other foldables.

Channel: MBCNEWS ·

South KoreaStory of October 27, 2026Trari Newsroom

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MBCNEWS: The news division of MBC, a publicly owned South Korean broadcaster. 6.2M subscribers and 31B views.

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A green apple marked "NEW" is sliced as a Galaxy Z Fold8 closes. In Samsung's promotional animation, the fruit then fails to fold neatly beside the phone, making the target of the joke clear.

South Korea's Munhwa Broadcasting Corporation (MBC) places the ad alongside reports of cracked screens on Apple's first foldable phone, the iPhone Duo. Its report shows Reddit posts and user videos of damaged displays, describing the controversy as "Crackgate." Those examples document complaints, not how widespread the problem is.

The promotion presents Samsung's foldable history, beginning in 2019, and claims the Fold8 is thinner and lighter than Apple's device. It is an advertisement, using the sliced fruit to make a comparison between the products.

The report then returns to Apple's own launch presentation. John Ternus, identified on screen as Apple's CEO, says: "Others have created foldables that just feel like two phones awkwardly stuck together." He follows that with criticism of their square screens as poorly suited to everyday use.

That earlier pitch supplies the context for Samsung's social media response: Apple had promised a different approach, and damaged-screen posts have given Samsung material for its campaign. MBC closes by reporting that Apple has advised affected users to contact AppleCare for replacements.

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