I was pleased to be commissioned by Honor, the Chinese mobile phone company, to collaborate with them in the worldwide launch of their new foldable phone, the Honor Magic V3.
Honour decided to give rival, Samsung, a taste of its own medicine, by offering them the smallest apology in the world. Samsung was known to have routinely poked fun at Apple.
I was given the task of engraving ‘the apology’ along the edge of the foldable phone. It was a marketing stunt for the new Honor Magic V3 – the world’s thinnest foldable phone. Honour apologised to Samsung owners who may have felt "let down" by their new foldable purchase.
The full message reads as follows:
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 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.
I finished engraving the 166-word apology just in time for the global launch of the new phone in Berlin, in September 2024. Each line of text was the height of a human hair, at just 100 microns tall, and a microscope was required to be able to read it.
Commissions, Art Sales, Contact me graham@justmasterpieces.co.uk
Comments