Honor has taken its rivalry with Samsung to a whole new level with a clever marketing stunt that highlights the extreme thinness of its latest foldable, the Magic V3. Set to make its global debut at IFA 2024 in Berlin, the Magic V3 has already started making waves by targeting Samsung’s Galaxy Z Fold 6.
In a bold move, Honor released a “letter of apology” directed at Galaxy Z Fold owners, but it’s not your typical letter. The apology has been intricately engraved on the razor-thin edge of a Magic V3 unit—a feat that not only underscores the device’s slim profile but also delivers a sharp jab at Samsung’s bulkier design.
The engraving, which took 90 hours to complete, was carried out by renowned British micro-artist Graham Short. Using diamond-tipped tools to carve the message into the metal hinge of the Magic V3, each line of the text is as thin as a human hair, roughly 100 microns thick. The result is what Honor cheekily describes as “the world’s smallest apology letter,” one that requires a microscope to read.
The content of the letter plays on the disappointment that some Galaxy Z Fold 6 users might feel when comparing their device to the Magic V3. The message reads, in part, “You thought you had the future in your hands, but here’s what you’re missing,” pointing out the Magic V3’s thinner, lighter, and sturdier build. It’s a direct shot at Samsung’s foldable, emphasizing the V3’s ergonomic superiority.
This isn’t the first time Honor has taken aim at Samsung’s foldables. Last year, with the launch of the Magic V2, Honor focused on the noticeable gap between the two halves of Samsung’s foldable screens, poking fun at the design flaw. Now, with the Magic V3, Honor is doubling down on its “body-shaming” campaign, using the IFA 2024 platform to solidify its position as a leader in foldable technology.
As the competition in the foldable smartphone market heats up, Honor’s latest marketing tactic not only highlights the strengths of its new device but also sets the stage for a fierce battle with Samsung in the months ahead.