HONOR, a leading global smart device provider, is set to launch the world’s thinnest foldable smartphone, the HONOR Magic V3, in Europe. In a cheeky marketing move, the company has issued a subtle apology to Samsung Galaxy Z Fold owners for potentially disappointing them with their bulkier device choice.
The HONOR Magic V3 boasts impressive dimensions, measuring just 4.35mm when unfolded and 9.2mm when folded, weighing only 226g. To acknowledge Samsung customers’ potential disappointment, HONOR enlisted the help of Graham Short, a 78-year-old micro-artist from the UK, to engrave an elaborate 813-character apology message on the hinge of the new smartphone.
Short, known for his intricate microscopic artworks, spent 90 hours manually engraving the apology, which is only visible under a microscope due to the Magic V3’s space constraints. The artist described the task as challenging, given the device’s extremely thin and rounded edges, requiring diamond-tipped needles to complete the engraving.
“Dear Samsung Galaxy Z Fold owners, we’re sorry. We know you were excited to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of boundless multitasking and performance.
And now, you’re probably looking at the new HONOR Magic V3 and feeling a little… betrayed. Size matters, and we feel your pain. Like being tipped for a gold medal and then coming last in the race, the knowledge that a thinner, lighter, and more durable foldable exists is enough to make anyone question their choices.
“We get it. You were an early adopter, a pioneer bravely venturing into the uncharted territory of foldable screens with questionable durability. You deserve better. In fact, you deserve a gold medal.
“In all seriousness, we at Honor are committed to pushing the boundaries of technology and bringing you the best possible foldable experience. We’re just saying… it’s okay to feel let down. We’d feel the same way.”
HONOR’s CMO for Europe, Avikar Jolly, explained the company’s motivation: “We wanted to acknowledge the awkward situation we’ve put Samsung Galaxy Z Fold owners in and felt it was important to offer our sincere apologies. With no paper at hand, we chose the Magic V3 as the medium for our message.”
This creative marketing stunt not only showcases HONOR’s confidence in their new product but also highlights the competitive nature of the foldable smartphone market.
