Foldable Smartphones: Apple’s Entry to Reshape Market & Forecasts for 2026

The global market for foldable smartphones is poised for significant growth in 2026, with a projected increase of 20%. This expansion could be dramatically accelerated if Apple enters the market with its anticipated foldable iPhone, potentially reshaping the competitive landscape, according to a new forecast from Counterpoint Research published on March 17, 2026.

Currently, foldable smartphones represent a small fraction of the overall smartphone market – just 1.6% in 2025 – but their strategic importance is growing for manufacturers due to attractive profit margins that offset pricing pressures in the entry-level and mid-range segments. Should Apple launch a foldable device, Counterpoint predicts it could become the second-largest player in the market within its first year, capturing an estimated 28% market share, closely trailing Samsung’s projected 31%.

Apple’s Potential Market Disruption

While Apple has not officially confirmed the development of a foldable iPhone, numerous reports from reliable publications suggest a launch is likely in the latter half of 2026, potentially coinciding with the release of the iPhone 18 series. Publications like Bloomberg, MacRumors, and AppleInsider, citing sources within Apple’s supply chain, have consistently pointed towards this timeline. The potential entry of Apple into the foldable market is expected to be a pivotal moment, driving increased demand and potentially attracting users from both iOS and Android ecosystems.

Counterpoint Research anticipates that initial demand for an Apple foldable would primarily approach from existing iPhone users, but some Android users currently utilizing book-style foldables might also consider the device as an alternative, potentially leading to a shift in platform loyalty. In North America, Apple could achieve a 46% market share within the foldable segment in 2026, according to the research firm.

Speculation Surrounding the iPhone Fold

Rumors compiled by MacRumors and Bloomberg suggest the potential iPhone Fold could adopt a book-style design, similar to the Samsung Galaxy Z Fold. Specifications reportedly include a 5.5-inch external display and a larger 7.8-inch internal display when unfolded. The device is also rumored to be powered by an A20 Pro processor built on a 2nm process, and priced between $2,000 and $2,500. Bloomberg’s Mark Gurman has reported that Apple has made progress in developing technology to minimize the visible crease in the screen, though the results are not yet “perfect,” according to his sources.

Competitive Response from Android Manufacturers

Anticipating increased competition, leading Android manufacturers are accelerating updates to their foldable portfolios, with a particular focus on book-style devices designed for multitasking and productivity. Samsung is preparing the next generation of its Galaxy Z Fold and Z Flip lines, expected in the third quarter of 2026. The company reportedly plans to replace the Flip FE model with a Fold variant featuring a wider aspect ratio, directly competing with a potential Apple foldable. Motorola is slated to launch its first book-style foldable, the Razr Fold, in the second quarter of 2026, priced competitively with other devices in the segment. Google is expected to refresh its Pixel Fold in the fourth quarter of 2026, featuring a thinner design and an improved hinge mechanism, positioning it within the ultra-premium category.

Shifting Market Shares

The anticipated arrival of Apple is expected to significantly alter the market share distribution. Counterpoint Research forecasts Samsung’s global share to decline from 40% in 2025 to 31% in 2026, while Huawei, the second-largest player in 2025 with 30%, is projected to fall to 23%. Motorola’s share is expected to decrease from 12% to 8%, and Honor’s from 7% to 3%.

The competitive landscape is shifting towards book-style foldables as Apple prepares to enter the market. Liz Lee, Associate Director at Counterpoint Research, stated, “As Apple’s entry approaches, the competition will shift towards book-style foldables, and North America will experience the most significant market disruption.”

Despite currently representing a small portion of the global smartphone market, foldable devices are becoming increasingly strategic for manufacturers, offering attractive profit margins and offsetting pricing pressures in other segments. “Foldables still represent a small fraction of the global smartphone market, suggesting the segment has considerable room to grow as manufacturers continue to improve durability, ease of use, and software experience,” Lee added.

The next major event to watch will be the expected product announcements from Samsung in the third quarter of 2026, as they prepare to counter Apple’s potential entry into the foldable market. Further updates regarding Apple’s plans are anticipated throughout the year, potentially culminating in a formal announcement during their usual September event.

What are your thoughts on the future of foldable smartphones? Share your comments below and let us know what features you’d like to see in the next generation of these innovative devices.