Mobile Tech

Embracing Innovation: Samsung’s Stance on a Foldable iPhone

Published

9 hours ago

June 4, 2026

Concept image of a passport-style "iPhone Fold" laying flat on a gray table.

In 2019, Samsung introduced the original Galaxy Fold, marking the beginning of the foldable smartphone era. Despite a 14% year-over-year growth in global foldable smartphone market share in Q3 2025, these premium folding devices only account for 3% of the global smartphone market, with the Galaxy Z Fold7 leading the pack.

Rumors surrounding Apple’s entry into the foldable market with its first foldable iPhone, speculated to be named either “iPhone Fold” or “iPhone Ultra,” are expected to boost this niche market by an additional 20%. The anticipated launch of the new foldable model alongside the iPhone 18 this September under the leadership of new CEO John Ternus is highly anticipated.

How does Samsung perceive Apple’s potential foray into the foldable market? During preparations for Samsung’s Galaxy Unpacked event, TechRadar‘s phones editor, Axel Metz, uncovered a rare instance of Samsung directly addressing its competition. In a 2025 interview with Bloomberg‘s Shery Ahn, Won-joon Choi, President and COO of Samsung’s Mobile eXperience division, shared insights on Apple’s anticipated entry into the segment.

“…instead of fixating on the competition, we have prioritized our consumers. Our focus lies on delivering exceptional experiences and ensuring their completeness. We believe that healthy competition fosters innovation, ultimately benefiting consumers. We welcome others to join the category we pioneered in 2019.”

When asked how Samsung plans to maintain its competitive edge in the foldable phone market, Choi emphasized their extensive experience and technological expertise. He expressed optimism about the industry’s growth potential with the entry of another global player, highlighting the benefits for consumers.

Counterpoint’s forecast of a 20% growth in the foldable smartphone market upon Apple’s entry aligns with Choi’s perspective on industry enhancement and consumer welfare. The impact of the foldable iPhone on Samsung’s customer base remains uncertain, with existing Apple enthusiasts likely driving market expansion rather than a significant shift in brand loyalty.

The preference for a foldable smartphone is subjective, with the impending introduction of the foldable iPhone sparking competition among major players to match features and specifications, ultimately benefiting consumers. Apple fans may be drawn to the novelty and status of the new iPhone, reminiscent of the reception of the iPhone Air. The long-term reception of Apple’s first foldable device among early adopters will reveal its success in the market.