Foldable Future: Apple's Entry Sparks Market Shake-Up

The foldable smartphone market is poised for significant growth in 2026, with Apple's anticipated entry expected to be a major catalyst. Samsung, a pioneer in the foldable category since 2019, views this increased competition positively, stating that it fosters innovation and benefits consumers. The company's President and COO of the Mobile eXperience division noted that healthy competition is welcomed, even with the potential launch of Apple's iPhone Ultra in September.

Industry analysts predict a 20% increase in global foldable smartphone shipments for 2026, a rise largely attributed to Apple's market entry. This expansion is expected to draw in new users, particularly existing iPhone owners, rather than significantly impacting Samsung's current foldable user base. Samsung acknowledges the need to continually innovate, especially with the emergence of thinner and more durable foldable devices from competitors.

Samsung aims to leverage its long-standing expertise and technological advancements in foldables to maintain its market leadership. The company emphasizes its heritage in popularizing foldable technology, suggesting a strategy that highlights its pioneering role. This approach aims to secure its position as Apple and other manufacturers enter the burgeoning foldable arena.