In the weeks following its launch, Samsung has begun discounting the Galaxy Z Fold8 — the world's lightest foldable phone — with cashback offers reaching £350, a move that speaks less to weakness than to the weight of what is coming. Apple's imminent entry into the foldable market with the iPhone Duo has compressed Samsung's window of unchallenged dominance, prompting the company to trade margin for loyalty before the landscape shifts. It is a familiar story in the history of technology: the pioneer, sensing the footsteps of a larger rival, reaches not for complacency but for urgency.