Samsung Canada launches foldable phone Q&A campaign

Samsung Canada has launched Ask Us Anything, an initiative focused on foldable smartphones. The programme centres on questions from Canadian consumers about using foldable devices in daily life.

The move signals a shift in how Samsung is presenting the category as foldable phones become more familiar to mainstream buyers. Instead of focusing on specifications, it is using creators, community members and existing users to answer practical questions in real time across social and online platforms.

The initiative brings together voices from technology, photography, gaming, travel, productivity and lifestyle content. Participants named by Samsung include Matt Moniz, Andres Vidoza and Liv Biermann, alongside a wider group of creators and Team Galaxy members.

The effort is intended to address common concerns about durability, everyday productivity and the practical experience of switching smartphone ecosystems. Samsung presented those issues as central to whether consumers feel ready to move to a foldable handset.

Tarik Akad, Vice President, Mobile Experience, Samsung Canada, said the company is seeing a change in the questions being asked about the segment.

"Samsung has spent the last eight years pioneering and advancing the foldable category," said Tarik Akad, Vice President, Mobile Experience, Samsung Canada. "Today, foldables are attracting more interest than ever before, and the conversation is evolving alongside it. People want to understand not only what foldables can do, but what it's actually like to live, work and create with them every day. Ask Us Anything reflects our belief that the experience gained over nearly a decade of foldable innovation should be more accessible to the people now considering the category for themselves."

Consumer questions

Samsung is addressing a challenge facing handset makers as newer device formats move beyond early adopters. Interest in foldables has grown, but uncertainty about reliability, daily convenience and the cost of leaving established software and sharing habits can still slow purchases.

Ask Us Anything is designed around those points of hesitation. Experienced foldable users will respond to questions already being asked across social media, online communities and creator channels, with topics expected to include multitasking, entertainment, creativity and everyday use.

That approach puts peer experience ahead of traditional product marketing. For smartphone brands, it reflects a broader challenge: persuading buyers that a category seen as novel can fit smoothly into personal and work routines.

Switching focus

Part of the campaign also focuses on reducing friction for people moving from rival mobile ecosystems. Samsung highlighted recent updates to its Smart Switch and Quick Share tools as practical steps to make changing devices less disruptive.

On compatible devices, Smart Switch can now start wirelessly through a QR code without the app being installed on the iOS device. The transfer process can move contacts, photos, messages, apps and settings.

Samsung also said Enhanced Quick Share supports direct sharing with AirDrop on supported devices. It also pointed to RCS messaging on compatible devices as a way to maintain richer cross-platform conversations, including higher-quality media sharing.

These features are part of a wider effort to address one of the most persistent barriers in the smartphone market: consumers often hesitate to switch because habits, files and conversations are tied closely to a rival platform. By presenting migration tools alongside lifestyle-focused testimonials, Samsung is trying to make the decision feel less like a technical leap and more like a manageable change in routine.

Mainstream push

Foldable smartphones have been on the market for several years, but the category still accounts for a smaller share of the broader handset market than conventional slab-style phones. Samsung has been one of the most visible manufacturers in the segment and is now framing foldables less as a new form factor and more as an established choice for work, media and multitasking.

The Canadian campaign suggests the next phase of competition in foldables may depend as much on trust and familiarity as on hardware design. Rather than trying to prove the technology works, Samsung is focusing on the ownership experience and answering questions from consumers who are curious but unconvinced.

Canadians are being invited to submit questions using the campaign hashtag and by tagging Samsung Canada on social platforms, where responses from participating creators and users will appear in real time.