Samsung uses Tim Cook lookalike in Galaxy Z Fold 8 ad to troll Apple

PALMERSTON NORTH — Apple’s product launches are defined by clinical, cinematic precision and a carefully managed corporate image. Samsung has countered this aesthetic by hiring a man from Palmerston North, New Zealand, who happens to share the name and physical appearance of Apple's former chief executive. The campaign, released to coincide with the debut of the iPhone Duo, features "Tim Cook from Palmy" endorsing the Galaxy Z Fold 8. By mimicking Apple's own hyperbolic presentation style, Samsung has timed a comedic strike to hit exactly as Apple undergoes a high-stakes leadership transition and enters the foldable hardware market.

The 'Tim Cook from Palmy' Strategy

The advertisement stars a New Zealander who wears glasses and clothing similar to the well-known executive. In a direct parody of Apple's marketing language, the lookalike claims the Galaxy Z Fold 8 is the best of both worlds and the best phone I’ve ever had, adding, You can quote me. Tim Cook from Palmerston North, according to PCMag.

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Beyond the visual resemblance, the ad incorporates specific jabs at Apple's corporate identity. The Verge reports that the campaign includes a reference to the real Tim Cook's recently updated profile picture and uses the phrase the future is here to mock the polished nature of Apple's keynotes.

This is not an isolated incident of corporate mockery. Samsung has a history of targeting Apple's consumer culture and service model. Previous efforts include:

• Ads mocking iPhone users waiting in long lines for new releases.
• A Galaxy Note 8 campaign featuring a fan with a haircut mimicking the iPhone's notch.
• The Ingenius series, where customers at a spoofed Genius Bar asked if iPhones possessed Samsung features like fast chargers or headphone jacks.
• A 2024 response to Apple's Crush iPad ad, featuring a woman with a damaged guitar and the tagline Creativity cannot be crushed.

Corporate Transition at Apple

The timing of the lookalike ad aligns with a significant shift in Apple's command structure. John Ternus officially succeeded Tim Cook as CEO on Sept. 1, according to Yahoo Finance. Ternus took the stage for the first time at the Sept. 9 Surprise and Shine keynote at the Steve Jobs Theater.

Ternus used his debut to pivot the company's focus toward generative AI, describing the iPhone as an intelligent personal hub within an ecosystem of seamless features. This shift is intended to address criticisms that Apple has been slow to adopt generative AI compared to rivals like Samsung.

Central to this strategy is Siri AI, a generative AI-enhanced assistant designed to pull information across various apps. Siri AI is scheduled to launch in beta with iOS 27 on Sept. 14.

Hardware and Pricing Stakes

The rivalry has moved from software jabs to direct hardware competition in the foldable category. While Samsung has established a presence with the Z Fold series, Apple has now entered the market with the iPhone Duo. Analysts from Citi suggest Apple's foldable, speculated to be called the iPhone Ultra, may carry a starting price exceeding $2,000.

Samsung's current foldable lineup offers a different price entry point, which may influence consumers weighing the two options.

Device	Starting Price	Status/Note
Galaxy Z Fold 8	$1,899	Available
Galaxy Z Fold 8 Ultra	$2,099	Available
iPhone Duo / Ultra	$2,000+ (rumored)	Recently announced

Bloomberg's Mark Gurman notes that the foldable iPhone is expected to mirror the styling of existing leading foldables, such as those from Samsung. While the high price may deter some, the high margin could make the device profitable if a fraction of Apple's loyal base adopts the form factor.

Frequently Asked Questions

Who is the man in the Samsung ad?

He is a resident of Palmerston North, New Zealand, who shares the name Tim Cook and bears a striking resemblance to the former Apple CEO.

When did John Ternus become Apple CEO?

John Ternus succeeded Tim Cook as CEO on Sept. 1.

What is the price difference between the foldables?

The Galaxy Z Fold 8 starts at $1,899, while analysts expect the foldable iPhone to start at over $2,000.

The immediate market test for Apple's new direction begins with the rollout of Siri AI in beta on Sept. 14, as the company attempts to prove its generative AI capabilities can match the integration already present in Samsung's ecosystem.

Market Positioning and Design

The rivalry has expanded into a direct comparison of physical form factors and pricing tiers. While Apple's entry into the foldable market with the iPhone Duo follows a styling approach similar to existing leaders, Samsung has diversified its own offering to bracket the expected Apple price point. According to Yahoo Finance, the Galaxy Z Fold 8 uses a passport-like design.

This pricing structure allows Samsung to position the standard Z Fold 8 as a more accessible option than the iPhone Duo, while the Z Fold 8 Ultra competes directly with the high-margin segment Apple is targeting. Bloomberg's Mark Gurman suggests that Apple may find the foldable profitable even with a small adoption rate among its loyal user base due to these high margins.

The Generative AI Front

The shift in leadership to John Ternus has coincided with an aggressive push to close the gap in generative AI integration. During the Sept. 9 keynote, Ternus presented the iPhone as an intelligent personal hub, a direct response to criticisms reported by Yahoo Finance that Apple had been slow to adopt these technologies compared to Samsung.

The effectiveness of this transition rests on the deployment of Siri AI, the generative AI-enhanced assistant. For Apple, the next step is the beta launch of Siri AI with iOS 27 on Sept. 14, which will test the assistant's ability to pull information across various applications.