The rival tech giant launched a viral campaign featuring a New Zealand man named Tim Cook and mocked Apple’s entry into foldables on social media, amplifying intense global consumer interest.
Samsung Recruits Palmerston North’s Tim Cook for Viral Counter-Campaign
Samsung New Zealand enlisted a real estate agent from Palmerston North named Tim Cook to front a parody campaign targeting Apple’s latest hardware release, playing directly on the name he shares with Apple’s chief executive. Cook received an unexpected phone call on August 24 from a Samsung representative in Auckland inquiring if he was willing to participate in a marketing effort.
Initially suspecting a scam, Cook accepted the offer after confirming its legitimacy. He was flown to Auckland for a studio shoot involving makeup artists, cameramen, and three directors, recording three 30-second clips and posing for promotional billboards. An iPhone user prior to the shoot, Cook praised Samsung’s device as some real quality bit of kit
and received a state-of-the-art phone to replace his failing battery.
The campaign quickly gained international traction, pulling in millions of impressions and coverage from global outlets. Cook noted that the publicity even reached international contacts through family connections, generating unexpected local profile for his hometown.
Samsung Mobile US Pokes Fun at Apple’s Foldable Launch on X
Beyond the viral New Zealand campaign, Samsung’s corporate channels joined the fray online. Samsung Mobile US posted on X on September 10, reacting immediately to Apple’s unveiling of its book-style foldable device. The company wrote So far, so same,
accompanied by the hashtag #ItsTimeToSwitch, before issuing multiple critiques regarding Apple’s hardware features and pricing strategy.
Global Engagement Surges as Consumers Question Foldable Pricing
Apple’s entry into the foldable category has stimulated heavy consumer conversation worldwide, though questions remain over whether the hardware innovations justify high retail costs. Media intelligence firm CARMA tracked 464,674 mentions and 21.5 million engagements globally between August 12 and September 11 surrounding the iPhone 18 lineup. Discussion volume peaked sharply on September 9, hitting 97,013 mentions during a single interval as consumers and reviewers debated the new luxury price points.
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