Creative Apology from Honor to Samsung

Honor’s Surprise Apology to Samsung

In the technology world, brands often mock each other, and one of the most interesting examples of this competition has come from the Chinese phone manufacturer Honor. Honor has issued a unique apology to Samsung’s Galaxy Z Fold 6 users as part of a creative marketing strategy for its upcoming new foldable phone Honor Magic V3. However, this apology was not delivered in a conventional way, but through a very creative method.

The Honor Magic V3, which will have its global launch at IFA 2024, is only 9.2 mm thick when folded and just 4.35 mm thick when opened. Considering that Samsung’s Galaxy Z Fold 6 has a thickness of 5.6 mm when opened and 12.1 mm when folded, this presents a quite impressive advantage. Moreover, while Honor’s new foldable phone weighs only 226 g, the Galaxy Z Fold 6 weighs 239 g. To emphasize these technical details, Honor collaborated with renowned micro-artist Graham Short to engrave the “world’s smallest apology” on the hinge of a special edition.

The message on the hinge is quite striking and impactful. The full text is as follows:

• “Dear Samsung Galaxy Z Fold owners, we apologize. We know you are eagerly waiting for your phone to fold and fit in your pocket, but this has turned out to be a bit awkward. A technical miracle, endless multitasking, and a world of performance were promised for the future. Yet now, you are probably looking at the new HONOR Magic V3 and feeling a bit… betrayed.”
• “Size matters and we feel your pain. It can be painfully disappointing to know the existence of a thinner, lighter, and more durable foldable phone, like being awarded a gold medal and then coming last in the race, enough to make everyone question their choices.”
• “We understand you. You were a pioneer of this new technology with foldable screens, despite their questionable durability back then, and we know you feel disappointed. You deserve better. In fact, you deserve a gold medal.”
• “Seriously, as Honor, we are committed to pushing the boundaries of technology and providing you with the best foldable experience. We just want to say… it’s normal to be disappointed. We would feel the same way.”

Honor’s creative and bold approach seems likely to create a significant impact in the technology world. Honor appears determined to build its own loyal audience, similar to Apple and Samsung fans. However, the legends of Apple fans who used to camp out in front of stores and line up for new phone launches still linger in people’s minds. It’s a fact that those days are long gone.