Apple's entry into the foldable phone market, alongside established players Samsung, Oppo, and Huawei, is set to expand consumer choice and accelerate global market growth. The shift stands to affect handset makers, app developers, and component suppliers alike, as competition drives innovation, product variety, and potentially lower prices.
Industry insiders expect total foldable phone shipments to approach 30 million units in 2026, which would set a new annual record. Despite nearly seven years since their debut, foldables have struggled with high pricing and consumer concerns over screen durability, keeping average annual sales at around 20 million units — roughly 2% of total smartphone sales.
Apple effect
Anticipation surrounding Apple's entry has raised expectations for stronger demand. Market consensus suggests Apple will unveil its first foldable device alongside the iPhone 18 at a product launch event near the end of the third quarter of 2026. Priced at an estimated US$2,500, the device has nonetheless drawn optimism from research firms, which say Apple's brand appeal could help it capture close to 20% of the foldable market.
Android fights back
Android manufacturers are responding with more innovation and cost-effective models. Oppo unveiled the Find N6 on June 17, highlighting a slimmer design, AI-powered stylus support, an inner display described as offering a "seamless crease" user experience, and an upgraded 200-megapixel main camera.
Samsung, after introducing its first tri-fold phone in 2025, plans to slow tri-fold development in 2026 to concentrate on refining the Galaxy Fold 8 and Flip 8 series. The company intends to focus on software and hardware improvements — including crease-free inner screens, better cameras, and the return of the S Pen — to defend its leadership in foldable sales.
Huawei expects to release the Pura X2 foldable in the second quarter of 2026, with an emphasis on wider screen usability. Industry sources indicate that the internal and external displays will grow to 7.69 inches and 5.5 inches, respectively, alongside upgrades to camera modules and AI capabilities.
A crowded field ahead
Other brands — including Xiaomi, Vivo, and Alphabet (Google) — are also anticipated to launch new foldable models in 2026. The wave of diverse offerings from multiple manufacturers is expected to stimulate sales further, reinforcing projections that annual shipments could push toward the 30 million-unit mark.
Article translated by Jingyue Hsiao and edited by Jerry Chen
