That jab — dubbed it the “Zzz-note”, because why not — predictably landed with a volley of replies but it underscored an awkward truth: the company’s own flagship Galaxy S25 series has had difficulty generating excitement and Samsung’s attention on its post barely even mentioned those phones at all.
This time around, the offer asks users to describe why they want to switch to Galaxy for the opportunity to win a package highlighted by the Galaxy Z Fold 7, as well a Galaxy Watch 8 Classic and Galaxy Buds 3 Pro. Conspicuous by its absence, however, is the Galaxy S25 line — and that absence speaks volumes about where Samsung thinks the real sizzle is in this early-2019 square of tender young tech.
A jab that rebounds on the S25 lineup
That said, the wider TV aficionados, critics et al did not exactly go gaga over Apple’s offerings – calling Apple’s show a snoozefest is brave considering the S25 generation families were released with updates to the hardware and little else.
The base and Plus models got incremental spec bumps (more RAM, new processor, and so forth) without headline-grabbing hardware changes.
The S25 Ultra — typically the spec-showcase — even went for evolution moves such as a tougher (and much-needed) Gorilla Glass Armor 2 and a 50MP ultrawide.
The most controversial move was a step backward: Samsung dropped Bluetooth from the S Pen, stripping away some functionality that many power users had appreciated.
Apple’s new lineup, however, did have some talking points. The Pro models added a 48MP 4x telephoto with 8x lossless zoom and the range included a unique square selfie camera. There’s also a thinner, lighter “Air” version for shoppers to prioritize portable. None of that is earth-shattering in a maturing market, but it’s interesting enough to render “Zzz-note” more punchline than verdict.
Why Samsung is diverting the focus to foldables
The giveaway’s headliner, Galaxy Z Fold 7, is the kind of change that Samsung can market: Thinner, lighter hardware, enhanced durability and a 200-megapixel main camera that caters to spec enthusiasts. It’s the type of upgrade the consumer can see and feel — and it’s precisely what the S25 range is missing this cycle.
Entries from Counterpoint Research and IDC consistently show Samsung at or near the top for the foldable category by unit share even though foldables comprise a tiny percentage of all smartphone shipments. Panel yields are good (translation: the display doesn’t come in overweight and we can make them relatively thin), and hinge reliability has gotten better—both key friction points for early adopters, according to Display Supply Chain Consultants. In other words, foldables are one area where Samsung can realistically claim leadership and momentum.
It doesn’t hurt either that Apple hasn’t gotten into the foldable game. Industry whisper says Apple is investigating the design format too, but with no product available on shelves, Samsung wins unopposed airtime in its quest to wooine asics switchers who seek something radically different to a slab of phone.
Snark sells, but substance decides
Brand banter is nothing new. (Tesla has a long history of making fun of the incumbents, as does Samsung when it comes to tweaking Apple—the notch, the lack of headphone jack, and its launch-day lines have all taken a beating.) The tactic is a reliable source of social platform engagement, with social listening firms such as Sprout Social and Emplifi often tracking spikes in mentions or share of voice that comes from when rivals exchange barbs.
But purchase decisions are less meme-enhanced. CIRP’s research finds that people are clinging to their phones longer as hardware advances become more marginal, while Counterpoint estimates that high-end phones now represent a majority of smartphone revenue. That’s an even combination, where shoppers weigh long-term value (camera performance when the light is mixed, battery stamina over years, software upgrade windows, trade-in economics) as much as a spicy tweet.
The takeaway for would-be switchers
If you are drawn in by Samsung’s freebie, the trail of logic goes: the Z Fold 7, after all, is the company’s best hardware story at the moment. It has a pretty good reason to check out (a whole new way of using your phone), all supported by Samsung’s ecosystem of watches, earbuds and tablets.
If you’re comparing slabs, however, overlook the snark. Such a design would make the iPhone 17 Pro’s new zoom system and the Air model’s ultra slender size more impactful upgrades than the S25 family’s incremental moves this go-around. On the other hand, Samsung’s Android flexibility, customization and aggressive trade-in programs are powerful lures.
Samsung’s “Zzz-note” line got attention. But the most savvy message was between the lines: In an era of smartphone-market plateau, truly novel hardware — a polished foldable — is more impactful than a social jab. And Samsung knows it.