Samsung says ‘Tim Cook’ bought a Galaxy Fold

That isn’t Apple’s former CEO promoting the Galaxy Z Fold 8 in — “Tim Cook from Palmerston North” just happens to have the same name and look a lot like him. Released right as Apple announced its , the ad mimics Apple’s cinematic product launch videos, with “Tim Cook” saying “the future is here.” Samsung also takes a jab at Apple’s Tim Cook with a reference to his recently-updated profile picture.

It’s the latest in Samsung’s long-running history of ads dunking on its biggest rival, like one ad that makes fun of iPhone fans willing to wait in lengthy lines for Apple’s latest phone. Then there’s the ad for the Galaxy Note 8 that features a viral shot of a diehard Apple fan with . Samsung did a whole teasing Apple’s Genius Bar tech support, with customers asking an Apple Store employee if iPhones have various Samsung features, like a headphone jack or an included fast charger.

Not all of the ads take a comedic tone, though. A 2024 Samsung ad responded to controversy around Apple’s “Crush” iPad ad with a scene of a woman playing a damaged guitar on a recreation of Apple’s set, featuring the tagline

Samsung and Apple’s rivalry has even inspired spinoff ads from other companies — Microsoft once suggesting the two camps “kind of like fighting.”