Samsung has released a cheeky advert for the Galaxy Z Fold 8 featuring a man named "Tim Cook" — not Apple's chief executive, but a namesake from Palmerston North, New Zealand, who happens to bear a passing resemblance to him. The timing is pointed, landing just as Apple unveiled its new iPhone Duo, with the ad mimicking Apple's own slick product-launch style and even taking a swipe at the real Tim Cook's recently updated profile picture.

The advert is the latest instalment in Samsung's long-running tradition of ribbing its biggest rival, following past efforts such as ads mocking iPhone queues, a Galaxy Note 8 promotion referencing a viral notch-haircut photo, and the "Ingenius" series spoofing Apple's Genius Bar staff. Not every jab has been comedic, however: a 2024 Samsung ad responded more seriously to backlash over Apple's "Crush" iPad advert, while the rivalry has even prompted other brands, including Microsoft, to release spin-off ads referencing the Apple-Samsung feud.