Foldable Smartphone Market Faces Headwinds, Apple’s Entry Could Be a Turning Point
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Despite continued releases from major brands, the foldable smartphone market is experiencing a slowdown in 2025, with a key industry analysis pointing to high prices as a major barrier to wider adoption.
Sales of foldable OLED panels are off to a weak start in 2025, reflecting sluggish demand for foldable smartphones this year. UBI Research projects a total of 21.3 million foldable OLED panels will be shipped throughout 2025 – a 14.4% decrease compared to 2024 shipments.
The market, now in its fifth year, is showing signs of maturity, but growth remains tepid. While industry leaders like Samsung and Huawei continue to innovate with new foldable devices, consumer interest hasn’t kept pace. “The main obstacle is the high price of foldable screens,” a senior analyst at UBI Research stated.
Market Maturation and Price Sensitivity
The slowdown suggests the initial excitement surrounding foldable technology is waning as consumers grapple with the premium price tags. Despite advancements in durability and functionality, the cost remains a significant deterrent for many potential buyers. This price sensitivity is particularly acute as the market moves beyond early adopters.
The current market dynamics highlight a critical challenge for manufacturers: balancing innovation with affordability. While foldable phones offer a unique user experience, their cost often exceeds that of traditional flagship smartphones.
Apple’s Potential Impact
Looking ahead, industry observers believe Apple’s anticipated entry into the foldable market next year could be a pivotal moment. UBI Research anticipates Apple’s launch will stimulate demand and inject fresh energy into the sector. However, even with Apple’s involvement, price remains a concern.
“Apple’s foldable phone will likely cost over $1,700 which will limit the potential market,” one analyst noted. Despite this potential limitation, the expectation is that Apple’s presence will spur further innovation and encourage other vendors to expand their foldable offerings.
The arrival of a major player like Apple is expected to not only increase consumer awareness but also drive competition, potentially leading to more affordable and accessible foldable devices in the future. This could ultimately unlock the full potential of the foldable smartphone market.
