Fold war: Samsung's bid to be the king of cool

With the release of the $1,980 Galaxy Fold, Samsung challenges Apple’s claim to premium pricing and unleashes, in what looked like a mature market, the same kind of race that Apple started with the first iPhone

22nd February, 2019
The new Samsung Galaxy Fold being unveiled. Pic: Getty

The ability to price its phones at a premium to other manufacturers’ products is, arguably, Apple’s biggest advantage, established during a few crucial years at the end of the 2000s while Nokia lost its way, Microsoft failed to compete and Google still worked on its Android operating system.

Now, Samsung is making a grab for the premium price-setter’s crown with an innovation as bold as Steve Jobs’s abolition of the physical keyboard....

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