Being snarky isn’t going to sell your foldable phones, Samsung

We've long been cheerleaders for Samsung's foldable smartphones, and rightly so. It's an incredible achievement by the company as it has essentially revolutionized the smartphone industry twice in a decade. There aren't many smartphone manufacturers that can lay claim to that.

Samsung has also made it clear that it views foldables as the future of smartphones. The company expects these devices to make up a significant chunk of its flagship phone sales in the coming years. It's because of the foldables that Samsung decided to discontinue the Galaxy Note series. These are clearly the most important devices in Samsung's lineup right now.

The market has responded favorably to Samsung's efforts. The company continues to set new sales records for foldable smartphones. Millions of people across the globe are now willing to spend a lot of money to buy a Galaxy Z Flip or a Galaxy Z Fold flagship, with the latter being Samsung's most expensive smartphone.

Customers have more than a few reasons to buy these phones. They stand tall on merit. There's nothing like the Galaxy Z Fold 4 and the Galaxy Z Flip 4 on the market. Samsung's foldables now have a solid pedigree to bank on. The company continues to make advancements in durability and display technology to deliver a user experience unlike any other.

With so much going for it, the Galaxy Z series doesn't really need snarky marketing to sell more units. Soon after Apple unveiled the iPhone series last week, Samsung has been mocking Apple's lack of a foldable smartphone. We've been among the first to highlight how Apple's abdication of the throne of innovation has enabled Samsung to dominate this space. It's possible to make that point without utilizing jest.

Samsung has a history of running snarky marketing campaigns against its rivals. Senior Apple executives have been bothered by it in the past as well. Samsung continues to push the company's buttons because Apple rarely responds in the same manner, if at all. This allows the Korean giant to effectively own the narrative by poking fun at Apple while knowing full well that it won't respond in kind.

Such campaigns made sense back then but the world has changed a lot over the past decade. Both of these tech giants have evolved considerably. Apple's focus on hardware isn't nearly as stringent as it was in the past. It makes a lot more money off of its subscription services. The iPhones have essentially become an entry ticket for Apple's walled garden.

In my view, this snarky marketing campaign against iPhones isn't doing the foldable lineup any favors. They're more than capable of standing out on their own two feet, on in their case, halves. No long-time Apple customer is going to be convinced to buy a Galaxy Z phone just because Samsung poked fun at the new iPhone in a few tweets.

Samsung's marketing push should be on highlighting all of the ways the foldable smartphones are better than regular phones, the iPhone included. This unique form factor will be adopted by people who can justify the switch because they feel that the form factor is going to help make their lives easier.

It's the use cases that will get people to ditch their iPhones, not the tweets. For the most part, Samsung's marketing campaign for its foldable smartphones has been decent enough. There's a lot more that the company can do to drive the point home about foldables being the future of smartphones. There's a good chance that it will get a lot more traction from such content as compared to tweets that will be forgotten seconds after they've been viewed.