Samsung Encourages Users to Switch to Galaxy in New Campaign

Following Apple’s latest launch, Samsung has released a new campaign designed to help people remove the ‘emotional barriers’ behind switching smartphones. 

The new campaign ‘Switchers’ is led by clinical psychologist Dr Orna Guralnik, and draws parallels between navigating modern relationships and considering a new phone – with the campaign suggesting that familiarity doesn’t always equal compatibility.

“For many people, switching smartphones can feel like a big decision, but we’ve found it is more emotional than technical,” says Keena Grigsby, Chief Marketing Officer and Vice President, Mobile eXperience at Samsung Electronics America. “The relationship we have with our phones is deeply personal – they hold our memories, connect us to the people we love and are part of how we navigate our everyday lives.” 

“’Switchers’ with Dr Orna brings that insight to life through humour, empathy and real conversations you’d have with a partner, teammate or friend to help unpack what’s holding people back.”

Taking on brand loyalty

In the campaign spots, Dr Orna sits down with pairs of celebrities who have actual, real-life relationships – spanning reality TV, pop culture and football – to discuss the playful and the emotional sides of switching phones. 

This includes factors such as fear of change and perceived friction, with the campaign promoting Smart Switch, Samsung’s data transfer app that allows users switching from iOS to bring existing data across devices. 

According to Samsung, the company is already seeing signs of switching – with 30% of Galaxy Z Flip8 buyers switching from a competing smartphone brand since launch. 

Both the Galaxy Z Fold8 and the Z Fold8 Ultra are also seeing a higher share of competitive switchers than the Z Fold7, accounting for 23% and 12% of buyers, respectively. 

“It can be easy to stay with what you know – even if there is something better out there,” says Keena. “This campaign shows just how simple switching is, and invites consumers to discover all that the Galaxy Z series has to offer.”

Apple launches first-ever foldable iPhone

Samsung’s latest campaign follows the launch of the iPhone Duo, Apple’s first foldable iPhone. 

At the launch, Apple CEO John Ternus said that other companies had created foldable phones that “just feel like two phones awkwardly stuck together”, rather than something more cohesive. 

He continued: “This results in a square screen that's poorly suited for the way people use them. Scrolling through vertical content feels compromised, and movies are boxed in by oversized black bars, making a larger screen feel much smaller.”

“We started with the experience that we wanted for ourselves, a larger display that feels as natural and intuitive as iPad.”

The iPhone Duo is Apple’s thinnest iPhone to date, and boasts a screen 50% larger than the iPhone 18 Pro Max, also introduced at the Apple event. 

Who are Samsung’s key partners?

• Microsoft: Since 2019, Samsung and Microsoft have collaborated to deliver productivity and enhanced solutions on Galaxy devices. Key innovations include Microsoft Teams Walkie-Talkie integration on Samsung Galaxy XCover and Tab Active devices for frontline workers, Knox On-Device Attestation – the industry’s first hardware-backed attestation now default for new Microsoft Intune Mobile Application Management (MAM) policies and Knox Asset Intelligence for Microsoft Sentinel – the industry's first direct mobile OEM integration to the Security Operations Center (SOC).
• Google: The Google and Samsung partnership is a massive, multi-decade collaboration centred on the Android operating system, hardware integration and GenAI. The partnership also includes wearables, with the two companies announcing the launch of intelligent eyewear in May 2026. 
• Cisco: Cisco and Samsung have developed meeting room solutions designed to deliver enhanced collaboration experiences for hybrid meetings. The combination of Cisco's RoomOS-powered collaboration appliances, Samsung's Smart Signage displays and the Front Row layout available on all Microsoft Teams Rooms certified collaboration devices, provides seamless collaboration that virtually eliminates distance between meeting participants.
• IBM: The partnership between IBM and Samsung focuses on creating enduring client success through collaboration on groundbreaking research, the co-creation of AI-powered solutions and the unification of cloud, network and human to close the last mile of technology transformation.