Apple is positioning to capture 25% of the global foldable smartphone market immediately upon launching its first folding iPhone in September, according to analysts. This impending market entry threatens Samsung’s current dominance, forcing fierce competition across high-end book-style foldable devices.
The Shift in Market Share and the Cupertino Threat
The global foldable smartphone market is accelerating. Counterpoint Research anticipates a 21% year-over-year increase in shipments for 2026. This growth is driven by Apple entering the foldables sector.
Samsung held 40% of the market in 2025 through its established Fold and Flip lineups. However, according to projections cited by Clubic, Samsung’s market share is expected to decline to 32% in 2026 as fresh competition scales up.
Apple’s upcoming hardware is projected to instantly claim second place with 25% of shipments. Meanwhile, Huawei’s share is anticipated to recede to 24% down from 30% a year prior. Motorola is tracking at an expected 8% compared to 12% in 2025, and HONOR shifts from 7% down to 3%. Smaller manufacturers will divide the remaining 8% of the ecosystem.
Samsung’s Pre-Order Momentum Amid Impending Competition
Samsung is currently capitalizing on strong demand for its latest iterations launched a few days ago. Julien Douabin, smartphone product manager, points to clear shifts in consumer adoption patterns. Pre-orders for the newest generation jumped more than 20% compared to the Galaxy Z Fold 7 release last year.
Foldable form factors are driving new multi-app workflows. The expanded display surface area changes how users consume media and handle multitasking compared to traditional smartphones.
High retail pricing remains a major friction point for broader consumer adoption. Hardware tiers span from 1,200 to 2,500 euros depending on the models and versions. Despite these costs, annual hardware refreshes continue to push secondary markets forward, opening up more accessible entry points for buyers looking at pre-owned units.
