'Welcome to Foldables': Samsung braces for Apple's foldable iPhone challenge

Apple has entered the foldable market with the iPhone Duo at $1,999, prompting Samsung to launch a global publicity campaign touting its hardware advantage and eight generations of experience as it braces for the most significant challenge to its foldable dominance.

Samsung has launched a defiant publicity campaign for its foldable phones, touting its hardware advantage and early entry into the segment as it seeks to fend off a major challenge from Apple. The move came just hours after Apple unveiled its first foldable device, the iPhone Duo, at its "Surprise and Shine" event on Wednesday.

Apple's Long-Awaited Entry

Apple's new CEO John Ternus, who took over from Tim Cook on September 1, presided over his first major hardware event, where the company finally revealed its long-rumoured foldable iPhone. The iPhone Duo starts at $1,999 and features a 7.6-inch Super Retina XDR display when unfolded 50% larger than the iPhone 18 Pro Max. It is powered by Apple's new A20 Pro chip, built on TSMC's 2nm process, with pre-orders opening on October 16 and availability from October 23.

Samsung's Counter-Offensive

Samsung wasted no time responding. The Korean giant launched billboard advertisements in major cities including Seoul, Tokyo, and London, with slogans such as "Welcome to Foldables" and "The World's Lightest Fold," highlighting the thin and light design of its devices. The company also launched a flurry of sarcastic posts on X, mocking what it portrayed as a lack of meaningful innovation through taunts such as "reheating our leftovers" and "So far, so same."

"Apple's pricing was one of the most impressive parts. Keeping the iPhone Duo just under the $2,000 mark, at $1,999, and only about $100 above the Galaxy Z Fold 8 looks like a pretty bold move by Apple," said Liz Lee, an associate director at Counterpoint Research.

The Competitive Landscape

Counterpoint Research expects Apple to capture a 25% market share in 2026, enough to rank second behind Samsung at 38% and ahead of Huawei at 22%. The research firm forecasts global foldable smartphone shipments to hit 100 million cumulative units by the end of 2026, with a 37% year-on-year growth expected in 2027 driven by Apple's entry and stronger demand for wider book-type devices.

Samsung has been cultivating loyalty among iPhone users ahead of Apple's launch. The company says the global share of iOS users switching to its latest Galaxy Z Fold 8 series was 1.6 times that of the previous generation, while in the U.S., 30% of Galaxy Z Flip 8 buyers switched from competing smartphone brands.

"We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure. But Samsung also has scale, years of experience and strong global distribution," Lee added.

Here is the question this rivalry raises. Samsung has spent eight generations building the foldable market, only for Apple to enter with a passport-shaped design that mirrors the Galaxy Z Fold 8's form factor and prices it just $100 higher. When a pioneer's years of innovation can be replicated by a latecomer in a single product cycle, does Samsung's scale and distribution advantage matter more than its head start?

FAQ:

Q: What is Apple's first foldable iPhone called and how much does it cost?
A: Apple's first foldable iPhone is called the iPhone Duo. It starts at $1,999 for the base 256GB version, with configurations up to 2TB available. Pre-orders open on October 16, and the phone goes on sale October 23.

Q: How is Samsung responding to Apple's foldable iPhone launch?
A: Samsung launched a global publicity campaign with billboards in Seoul, Tokyo, and London using slogans like "Welcome to Foldables" and "The World's Lightest Fold." It also posted sarcastic messages on X mocking Apple's innovation.

Q: What market share do Samsung and Apple hold in foldables?
A: Counterpoint Research forecasts Samsung to lead with 38% market share in 2026, followed by Apple at 25% and Huawei at 22%. This is Apple's first year in the category.

Q: How does the iPhone Duo compare to Samsung's Galaxy Z Fold 8?
A: The iPhone Duo is priced at $1,999, about $100 more than the Galaxy Z Fold 8 at $1,899. Both feature a passport-shaped design. The iPhone Duo has a 7.6-inch display and A20 Pro chip, while the Fold 8 has a 7.6-inch display and Snapdragon 8 Elite Gen 5 chip.

Q: How many foldable phones are expected to ship globally in 2026?
A: Global foldable smartphone shipments are expected to cross 100 million cumulative units by the end of 2026. The market is forecast to grow 37% year-on-year in 2027.

Q: What is Samsung's key advantage in the foldable market?
A: Samsung has eight generations of foldable experience, scale, a strong global distribution network, and supply chain integration, including Samsung Display manufacturing the foldable screens for both its own phones and Apple's iPhone Duo.