Honor takes a dig at Samsung Galaxy Fold6 with a hand-engraved Magic V3

Honor introduced the Magic V3 with an extremely thin body - under 4.4 mm unfolded and 9.2 mm in a folded state. The company will launch the foldable internationally on September 5, so it is going all-in on promotional activities, including mocking competitors.

Honor issued "the world's smallest apology" to Samsung owners who bought a Galaxy Z Fold device. The 166-word apology is etched into the Magic V3's 2.84 mm hinge. The Chinese company wanted to "make amends for the inconvenience caused to those who have already purchased Samsung's chunkier alternative."

The full message reads:

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.

The apology was etched by Graham Short, a UK-based artist who is 78 years old and is known for their minuscule art pieces, one of which is this message. It took the artist 90 hours to engrave the message by hand, which can be read only when viewed under a microscope.

The press release never mentioned that this is a single piece of artwork and not a message that will be engraved on all Magic V3 foldables. We also have no clue whether we'll be able to see it, but we hope it will be showcased at IFA 2024 in Berlin.

The attempt to mock Samsung, a company that launched its first foldable before Honor even existed as an independent company, is one way to bring attention to the Magic V3. Another is the phone's durability, which we also tested.

Honor will launch the Magic V3 on Thursday in three colors: Green, Black, and Red. The price will be revealed during the event which we will attend. Once everything is official, we will be ready to report all the remaining details.