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TL;DR

• Samsung’s latest ad takes a jibe at the iPhone Ultra hours ahead of the foldable’s announcement.
• The video highlights the Galaxy Z Fold 8 from various angles, and calls it “the world’s lightest fold.”
• Initial reports suggest the iPhone Ultra may cost more than the base variants of the Galaxy Z Fold 8 and the Galaxy Z Fold 8 Ultra.

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Apple’s fall hardware event is hours away, and we expect to see the company’s latest range of iPhones on show. This year, however, the manufacturer is also rumored to debut its first-ever foldable, supposedly called the iPhone Ultra or the iPhone Duo, depending on which leak you believe. One of the premier foldable brands in the business right now has, unsurprisingly, taken a subtle jab at the yet-to-be-announced foldable iPhone.

In a video posted to YouTube an hour ago, Samsung formally welcomes Apple to the foldable club. While it doesn’t mention the iPhone Ultra or Apple directly, the video’s timing and title make it clear what Samsung is hinting at, though fans could argue that the company could also be welcoming users to the form factor.