✅ Brand
When a rival owns the fact, change the yardstick
Apple entered foldables seven years after Samsung, so “we were first” is a fact Apple cannot argue with — and doesn’t try to. Its executives instead question whether current foldables are any good, which quietly swaps the buying criterion from who got here first to who made it feel like one device. A response doesn’t have to be a reply; a launch, a demo or a comparison page can move the yardstick rather than contest it.