This year just before the IFA 2024, a Chinese mobile manufacturer, Honor came up with a stunt that targets a competitor Samsung mobile. Presenting a rather new concept of the foldable phones, the Honor Magic V3 has a little but peculiar ‘apology’ engraved on the hinge pointing at the owners of the Samsung Galaxy Z Fold 6. Apart from underlining Honor’s confidence about the new product, the message also brings out humour in the continually intense foldable phone market.

The Competitive Landscape: Honor vs. Samsung

It is crucial to mention that the competition between smartphones’ producers is not something new. Samsung is now placing the prank, having famously teased Apple in the past, and now it’s receiving the prank from Honor. Honor’s new foldable phone is indicating that it is also aiming for the conquest of even bigger market leaders.

Admittedly, with the latest Honor Magic V3, the company has set its sights at the Samsung by presenting a foldable phone that, in addition to being even thinner this time, appears to have a very high resistance to wear and tear. The Magic V3 is quite large with dimensions of 4. The focusing screen in its unfolded state measures 35mm while in a folded state; it is 9. 2mm to the Galaxy Z Fold 6 at 5. 6mm and 12. 1mm, respectively. These numbers are not just for show—Honor is clearly positioning the Magic V3 as a superior alternative in terms of design and portability.

The “World’s Smallest Apology”

To underline its point, Honor enlisted the help of Graham Short, a renowned micro-artist, to engrave what they are calling the “world’s smallest apology” on the hinge of a special edition of the Magic V3. The message is so tiny that it requires a microscope to read, making it both a humorous and technically impressive statement.

The full text of the engraved message reads:

“Dear Samsung Galaxy Z Fold owners, we’re sorry. We know you were excited to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of boundless multitasking and performance.”

“And now, you’re probably looking at the new HONOR Magic V3 and feeling a little… betrayed. Size matters, and we feel your pain. Like being tipped for a gold medal and then coming last in the race, the knowledge that a thinner, lighter, and more durable foldable exists is enough to make anyone question their choices.”

“We get it. You were an early adopter, a pioneer bravely venturing into the uncharted territory of foldable screens with questionable durability. You deserve better. In fact, you deserve a gold medal.”

“In all seriousness, we at Honor are committed to pushing the boundaries of technology and bringing you the best possible foldable experience. We’re just saying… it’s okay to feel let down. We’d feel the same way.”

This lighthearted but cutting message highlights what Honor perceives as the shortcomings of the Galaxy Z Fold 6 while emphasizing its own product’s advantages. The use of humor and a touch of schadenfreude makes the “apology” both memorable and a clever piece of marketing.

Why the Apology Matters

Honor’s cheeky jab isn’t just about poking fun at Samsung, it’s a calculated move to capture attention and position the Magic V3 as the more desirable option in the foldable phone market. Moreover, addressing the Galaxy Z Fold owners, Honor calls them to think twice and notice the benefits of the Magic V3.

The folding phone market is one of the segments in the smartphone market that is undergoing the most constant change and so, innovation can be crucial. Based on this analysis, Honor’s strategy seems to be not just to innovate but to boldly involve the customers in ways that distinct the firm from the rest.

The Foldable Phone Specs War

Beyond the marketing stunt, the specs of the Honor Magic V3 speak for themselves. It’s the thinnest foldable on the market, measuring 4.35mm when unfolded, which is a significant improvement over Samsung’s Galaxy Z Fold 6. This makes it easier to handle and carry, potentially appealing to consumers who prioritize portability and sleek design.

Aside from the marketing gimmick, It is worthy to note that Honor Magic V3 has pretty good specs: That is the thinnest foldable on the market, which measures 4.35 inches when unfolded and this should be compared to Samsung ‘s recently released Galaxy Z Fold 6. This makes it easier to handle and carry, perhaps this can go hand in hand with consumer needs and preferences that go with this factor such as having a neat and portable product.

Honor also claims the Magic V3 is the most durable foldable phone yet, featuring advanced materials and a hinge mechanism designed to withstand more opening and closing cycles than its competitors. While powerful software, particularly its AI capabilities, has earned the Galaxy Z Fold 6 a renowned reputation, Honor is actively positioning the Magic V3 as a phone that doesn’t compromise on hardware durability or aesthetics.

The Bigger Picture

Honor’s latest advertisement is not only an insulting remark to Samsung, but also a sign of Honor’s desire to transform the foldable phones market. Honor will launch the Magic V3 across the globe on September 5, 2024, while Samsung and other companies have so far controlled the market that the Magic V3 targets.

However, this strategy will not be very feasible if the Magic V3 does not receive a favorable response from the consumers or does not function well under real life conditions. Of course, people may look at the engraving of ‘apology’ and it’s on the Honor foldable phone, but to claim a point in this duel of foldable phones, Honor will have to prove the worth of its actual features, durability, and ease of use.

Conclusion

Honor has presented the Magic V3 as the freshest foldable phone, featuring an engraved phrase that owners of the Samsung Galaxy Z Fold might interpret as either an apology or sarcastic humor, highlighting the challenges any company faces in competing with the Samsung Galaxy Z Fold series. This move clearly shows that Honor has confidence in its product in terms of design, portability and durability . In my opinion, this marketing battle is yet another act of creating interest and making the Magic V3 as an attractive option in comparison with Samsung gadgets. However, such a strategy will work well if the phone performs optimally within different scenarios and consumers receive it well.

What are your thoughts about the loud advertisement campaign which Honor has made: Is it a worthy investment or just attracting attention?

Read Also: Samsung Galaxy Z Fold 6: Price And Specifications