Samsung spent quite a bit of energy on social media throwing shade at Apple and its iPhone Duo when it was unveiled last month, posting jabs like, "Let us know when you're done reheating our leftovers" and "Making us wait? Fine. We'll be over here, folding 3 ways." However, one thing Samsung may not have considered is the idiom, 'A rising tide lifts all boats'. Despite all the trash talk, Samsung says sales of its Galaxy Z Fold 8 and Fold 8 Ultra have surged 45% in Europe compared to the previous generation.
Samsung also says it has seen an over 260% increase in searches on Google for its foldable devices, saying the uptick reflects a clear increase in interest by consumers. The biggest spike came during the week of September 6-12, when searches jumped 460% over the previous week.
"The incredible success demonstrates the increasing consumer interest in the foldable form factors, including the new Galaxy Z Fold 8. The Galaxy Z Fold 8 brings a form factor designed to move easily from quick interactions on the cover screen to deeper viewing, reading and gaming on the main display. The new form factor has struck a chord with consumers across Europe," Samsung says.
Naturally, Samsung isn't giving its rival any credit for the surge in search queries, though it's easy to see why. Apple announced the iPhone Duo on September 9, which lands right in the middle of when Samsung saw the biggest spike in search traffic for its own latest-generation foldables. It's also notable that the iPhone Duo quickly sold out when preorders opened on October 16, with Apple now indicating that new orders will ship in 2027.
The big jump in traffic that Samsung observed does seem to suggest that consumers are more interested in foldable phones now than ever before, and even if Apple is helping to drive the hype, Samsung stands to gain. Rightfully so, too—see our Galaxy Z Fold 8 and Fold 8 Ultra review for our full impressions (Spoiler: one of them earned our coveted Editor's Choice award).
Paul is a seasoned geek who cut this teeth on the Commodore 64. When he's not geeking out to tech, he's out riding his Harley and collecting stray cats.