As Apple gears up to launch its first foldable phone, industry experts anticipate a major shakeup in the global foldable smartphone market. The current duopoly dominated by Samsung Electronics and Huawei could evolve into a Big Three system with Apple’s entry.
Bloomberg reported on Tuesday that the iPhone Fold (working title), expected to debut this fall, is being hailed as the most significant redesign in iPhone history and its first substantial form factor change.
The iPhone Fold is likely to feature a book-like unfolding structure. It’s expected to boast a 5.3-inch external display and a 7.8-inch foldable screen, with a thickness of 9 mm when folded and 4.5 mm when opened.
With a screen size comparable to A6 paper, the device is set to enhance functionality across various activities, including video streaming, gaming, reading, and multitasking.
Apple’s foray into the foldable phone market is projected to drive expansion in the global foldable phone sector. Counterpoint Research, a market research firm, recently forecast a 20% growth in global foldable phone shipments for 2026 compared to 2025.
Analysts predict that the competitive landscape, previously dominated by Samsung Electronics and Huawei, will undergo significant shifts.
In 2025, Samsung Electronics commanded a 40% market share, while Huawei held 30%, establishing a duopoly. However, with the iPhone Fold’s launch in 2026, projections suggest Samsung’s share will dip to 31%, Huawei’s to 23%, while Apple is expected to capture 28% of the market.
Counterpoint Research noted that initial demand for Apple’s foldable phone is likely to come primarily from existing iPhone users, but Android users may also consider Apple’s new offering as an alternative. They added that Apple could leverage its extensive experience in optimizing software for larger screens, such as the iPad, to gain a competitive edge.
In response, both Samsung Electronics and Huawei are set to unveil new foldable phone models this year to counter Apple’s entry.
Samsung is expected to launch new Galaxy Z Fold and Z Flip models in the third quarter. Reports suggest that Samsung’s new foldable lineup may include a wide fold model featuring a broader width and shorter height.
During a conference call earlier this year, Samsung reaffirmed its commitment to bolstering its foldable phone lineup and continuing innovation with new form factors, such as the Galaxy Z Tri-Fold (a triple-foldable phone).
Huawei is also preparing two types of foldable phones in anticipation of Apple’s launch. One model will succeed its Pura X foldable phone, while the other is rumored to be a horizontal foldable device similar in design to Apple’s development.