Apple is poised to enter the foldable smartphone market with its first foldable iPhone expected to launch in late 2026. This development has the potential to alter the landscape of premium foldable devices significantly.
According to a recent report from Counterpoint Research, the arrival of Apple”s foldable iPhone is anticipated to elevate consumer awareness and spur demand for replacement devices, particularly among high-income consumers.
The report highlights a major shift in the market dynamics when Apple introduces its foldable iPhone, which could lead to a substantial increase in overall market volumes. The U.S. foldable smartphone market is projected to grow by a notable percentage in 2025, marking a transition into a more robust growth phase following years of experimentation.
This growth is attributed to a wider acceptance of diverse form factors, enhancements in the durability of foldable designs, and a broader array of offerings from various brands. Currently, Samsung leads the market with its updated Galaxy Z Fold and Flip series. Samsung has also introduced an FE variant to enhance accessibility and is gearing up to reveal a much-anticipated tri-fold device later this year.
Motorola is actively expanding its Razr series by forming new partnerships within the prepaid market, quickly closing the gap with Samsung. Meanwhile, Google is set to launch its Pixel 10 Pro Fold in October 2025, which aims to bridge the gap between Samsung”s premium offerings and Motorola”s lifestyle-oriented designs.
Liz Lee, Associate Director at Counterpoint Research, noted that while Samsung retains its leadership in terms of ecosystem maturity and strength in 2025, Motorola”s rapid growth in the clamshell segment and Google”s focus on AI-driven hardware differentiation are reshaping competitive dynamics. Lee emphasized that Apple”s entry into the foldable market in 2026 will not only broaden the market but will also solidify foldable devices as a standard offering within the premium smartphone segment.
