Samsung just found a clever way to steal some spotlight from Apple. One day after Apple unveiled its first foldable phone, a Samsung Tim Cook ad started circulating online, and it isn’t the Tim Cook most people expect.
The ad comes from Samsung New Zealand, and it features a real Kiwi man who happens to share a name with Apple’s outgoing CEO. This local Tim Cook also bears a passing resemblance to his famous namesake, which makes the joke land even harder.
A Familiar Name, a Different Face
The campaign launched on Thursday and opens with a simple introduction. “Hi. I’m Tim Cook, from Palmy,” the man says, referring to Palmerston North, his hometown. He then explains that he’s reviewing his new Samsung Galaxy Z Fold8.
From there, the ad leans fully into parody. It mimics the polished, cinematic style Apple typically uses for its own product videos. This New Zealand Cook delivers lines that sound straight out of an Apple keynote, including “the future is here” and “with this phone everything changes.”
He wraps up the spot with a line clearly aimed at Apple fans: “Best phone I’ve ever had. You can quote me, Tim Cook from Palmerston North.”
Why Samsung Chose This Moment
The timing isn’t a coincidence. Apple held its September 9 event just days earlier, unveiling several new products at once. The lineup included the iPhone 18 Pro, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.
Apple also finally confirmed its long-rumored iPhone Duo, the company’s first true foldable device. The phone features a 5.4-inch outer display that opens up to a larger 7.6-inch foldable screen with a matte finish.
However, Apple is arriving to the foldable category quite late. Samsung actually introduced the original Galaxy Fold back in 2019, and other manufacturers like Google, Motorola, and Huawei have released their own foldables since then. Samsung’s ad plays directly into that narrative, positioning itself as the seasoned foldable expert while Apple plays catch-up.
A Bigger Moment for Apple Behind the Scenes
The timing carries extra weight for another reason. This event marked the first major product launch led by Apple’s new CEO, John Ternus. After 15 years running the company, the original Tim Cook has stepped into the role of executive chairman on Apple’s board of directors. He first took over as CEO back in 2011, following Steve Jobs’s resignation due to health issues.
Interestingly, Apple leaned into its own leadership transition during the event’s presentation. Cook appeared to open the show before quickly handing things off to Ternus. As the video began, viewers could hear Cook describing the intended shot: “Cut to an interior. Camera follows a mysterious figure before revealing our main character.”
He then broke the fourth wall entirely. “No, no, no, no, no. Not me. That’s your guy. That’s your opener,” he said, gesturing toward Ternus. The moment symbolically passed the torch, both for the presentation and for the company itself.
The Takeaway
Even as Apple closes one chapter and opens another, Samsung isn’t holding back on the jokes. The Samsung Tim Cook ad shows the rivalry between the two companies remains as playful and sharp as ever. For Samsung, borrowing a familiar name turned out to be an easy, low-cost way to grab attention during Apple’s biggest week of the year.
