There is a beautiful saying in Telugu: “Odalu bandlu avutayi, bandlu odalu avutayi” Loosely translated, it means that carts can become boats and boats can become carts. In simple words, everything in life is topsy-turvy. The person who is at the top today could be at the bottom tomorrow, and the one who is being ridiculed today could emerge as the winner tomorrow.
The world of business and marketing is no exception. Companies that enjoy tremendous brand equity, market leadership and customer loyalty can suddenly find themselves facing embarrassing situations. On the other hand, companies that were once the butt of jokes can turn the tables and emerge stronger.
A classic example is the Samsung Galaxy Note7 battery crisis and the recent entry of Apple into the foldable smartphone market.
When Samsung Became the Butt of All Jokes: In August 2016, Samsung launched its Galaxy Note7 smartphone. It was expected to be a premium product and a strong competitor to Apple's iPhone. However, things went horribly wrong.
The Galaxy Note7 developed a serious battery-related problem. Some devices overheated, caught fire and even exploded. Samsung initially recalled the phones and attempted replacements, but the problem persisted. Eventually, the company discontinued the Galaxy Note7. The embarrassment was enormous.
The crisis was not confined to customers and technology enthusiasts. Aviation authorities stepped in. On October 14, 2016, the US Department of Transportation prohibited all Samsung Galaxy Note7 phones from being carried on aircraft, whether in hand baggage or checked baggage. India's Ministry of Civil Aviation had also issued a prohibition on the use of the Galaxy Note7 aboard aircraft, and the DGCA subsequently prohibited its carriage on flights to, from or within India.
Imagine the situation. A premium smartphone brand, which was competing aggressively with Apple, was suddenly associated with exploding batteries. Samsung became the butt of jokes. Competitors had a field day. The incident was a serious blow to its reputation.
The Telugu saying seemed to have come alive. Samsung, which had been aspiring to be at the top, was suddenly at the bottom.
The First Mover in Foldable Smartphones: Fast-forward to 2026. Samsung had already entered the foldable smartphone category with its Galaxy Fold in 2019. Over the years, it has developed an extensive portfolio of foldable devices, including the Galaxy Z Fold and Galaxy Z Flip series. Apple, on the other hand, entered the foldable smartphone category much later.
On September 9, 2026, Apple unveiled its first foldable smartphone, the iPhone Duo. The phone was launched in India with a starting price of Rs. 2,99,900.
The iPhone Duo is available in the following storage variants:
|
Model |
Price in India |
|
iPhone Duo 256 GB |
Rs. 2,99,900 |
|
iPhone Duo 512 GB |
Rs. 3,24,900 |
|
iPhone Duo 1 TB |
Rs. 3,74,900 |
|
iPhone Duo 2 TB |
Rs. 4,49,900 |
Apple has entered a market in which Samsung has already spent several years developing products, refining technology and understanding customer expectations. In plain words, Samsung is the first mover in this category.
Apple Faces an Unexpected Challenge: The irony is that Apple, a company known for its premium quality, innovation and meticulous product engineering, is now facing reports of display problems with its first foldable smartphone.
Within days of the iPhone
Duo becoming available, some customers reported cracks appearing on the inner
display, particularly around the central hinge and crease. Some users also
reported display malfunctions, including bright lines and white patches.
Apple acknowledged that a small number of iPhone Duo units were affected by an inner-display issue. It advised customers experiencing problems to contact AppleCare for replacements. News reports in The Guardian, Bloomberg, Reuters, Business Standard and The Indian Express highlighted these concerns.
It is important to note that these reports relate to a limited number of devices. There is no established evidence that all iPhone Duo phones are defective. Nevertheless, the reports have created an uncomfortable situation for Apple. The company which commands a premium price and enjoys enormous brand loyalty has suddenly found itself facing questions about the reliability of its latest innovation.
Samsung's Learning Curve: A Marketing Advantage Let us examine the pricing of Samsung's foldable phones. Samsung's 2026 foldable portfolio includes the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8.
Samsung Model Storage Price in India
Galaxy Z Fold8 Ultra 256 GB Rs. 1,99,999
Galaxy Z Fold8 Ultra 512 GB Rs. 2,19,999
Galaxy Z Fold8 Ultra 1 TB Rs. 2,59,999
Galaxy Z Fold8 256 GB Rs. 1,79,999
Galaxy Z Fold8 512 GB Rs. 1,99,999
Galaxy Z Fold8 1 TB Rs. 2,39,999
Galaxy Z Flip8 256 GB Rs. 1,24,999
Galaxy Z Flip8 512 GB Rs. 1,44,999
The comparison is interesting. The entry-level iPhone Duo is priced at Rs. 2,99,900, whereas the Samsung Galaxy Z Fold8 starts at Rs. 1,79,999. The Galaxy Z Flip8 is even more affordable at Rs. 1,24,999.
The Samsung Galaxy Z Flip8 costs approximately 42 per cent of the entry-level iPhone Duo price. It is not an identical product in terms of form factor, but the price difference is substantial. The Samsung Galaxy Z Fold8, which is a more direct comparison with the book-style iPhone Duo, is also significantly cheaper. This is where the first-mover advantage becomes particularly interesting.
Samsung has already experienced several years of customer feedback, product development, design iterations and technological challenges. It has had the opportunity to learn from its mistakes.
The first mover experiences the learning curve first. It is not merely about being the first to launch a product. It is about being the first to encounter problems, understand customer reactions, improve manufacturing processes and refine the product. The first mover pays the price of experimentation, but it may eventually reap the benefits of accumulated learning.
The Late Entrant Has More to Lose: Apple is not an ordinary late entrant. It is one of the world's most valuable brands. Customers expect Apple products to be premium, reliable and technologically superior. Its brand equity is built on years of customer trust.
Therefore, when a foldable iPhone develops display problems, the damage is not restricted to the product. It could potentially affect the larger brand perception. Samsung, having already experienced the challenges of foldable technology, has had more time to develop expertise in the category. Apple, despite its enormous financial resources, technological capabilities and loyal customer base, has to go through its own learning curve.
The irony is that the
company which was once ridiculed for exploding smartphones is now an
established player in a category where its premium competitor is encountering
early reliability concerns.
This does not mean that Samsung will automatically win or that Apple will necessarily lose. Apple has the resources to address the problem, improve the product and come back stronger. But the situation demonstrates that a powerful brand does not eliminate the risks of entering a new product category.
The First-Mover Advantage: A Lesson for Marketers: There is a tendency to believe that a late entrant with a strong brand, greater financial resources and superior marketing capabilities can easily outperform an existing player.
Sometimes that happens. However, the first mover has an important advantage: it has already travelled through the learning curve. It has experienced customer complaints, manufacturing challenges, product failures and technological limitations. These experiences can become valuable assets.
The second mover may have the advantage of observing the first mover's mistakes, but it must still develop its own knowledge and capabilities. In the case of Samsung and Apple, the situation is particularly fascinating. Samsung's earlier battery crisis did not prevent it from developing expertise in foldable smartphones. The company learnt, adapted and continued innovating.
Apple, with its formidable brand equity, has entered the category much later and is now facing its own set of challenges. The first-mover advantage is not a guarantee of permanent market leadership. First movers can fail, and late entrants can succeed. However, accumulated learning, customer experience and the ability to adapt quickly can create a formidable competitive advantage.
Samsung's Galaxy Note7 crisis and Apple's entry into the foldable smartphone market provide a fascinating lesson in marketing, product development and competitive strategy. Sometimes, the first mover is not the one that gets everything right at the beginning. It is the one that learns from its mistakes, adapts and continues to improve.
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