Samsung Electronics has secured a leading position in the foldable phone market for the second half of the year with the recent launch of its eighth-generation Galaxy Z series. The new 'Fold8' model has improved upon the thickness, weight, and screen crease issues that have previously limited foldable phones, appealing particularly to consumers aged 10 to 30 and expanding the market's reach.
As Apple prepares to unveil its first foldable iPhone next month, attention is turning to whether it can disrupt Samsung's dominance.
According to Samsung, the Galaxy Z Fold8 Ultra, Fold8, and Flip8 series will officially launch in South Korea on August 7, with plans to expand sales to over 100 countries, including major markets in the U.S., Europe, and Japan.
The Galaxy foldable series has already seen significant success in pre-sales. From July 28 to August 3, Samsung sold a record 1.44 million units in South Korea, marking the highest pre-sale figures for any Galaxy foldable phone series. The Fold8 has been particularly successful, being the thinnest and lightest model to date, with a new screen ratio that enhances portability and lowers the entry barrier for foldable phones.
Notably, there has been a shift in the consumer demographic. Samsung reports that over half of the pre-orders came from consumers aged 10 to 30. Traditionally viewed as premium products for consumers in their 40s and 50s, foldable phones are now attracting a younger audience. Analysts suggest that the design, portability, and new user experiences resonate with the preferences of the 10 to 30 age group, particularly in social media and content consumption. The influx of younger iPhone users into the foldable market is also a significant change.
With Samsung establishing a strong foothold, all eyes are on Apple's upcoming foldable phone. Industry experts believe Apple will hold a product launch event on September 9, where it is likely to introduce the iPhone 18 Pro, Pro Max, and its first foldable iPhone. Historically, Apple has announced new products after Labor Day in the U.S., suggesting a similar timeline this year.
The main focus of the event will be Apple's first foldable phone, which is expected to feature a book-style foldable design with a 5.5-inch external display and a 7.8-inch internal display. It is likely to resemble Samsung's newly launched Galaxy Fold8 in its wide form factor. Potential names for the device include 'iPhone Ultra' and 'iPhone Fold.' Reports indicate that Samsung Display will exclusively supply the foldable OLED panels, suggesting that Samsung's display technology will be utilized in Apple's first foldable device.
Apple is expected to adopt a different strategy than Samsung. While Samsung has focused on enhancing hardware quality to drive the mainstream adoption of foldables, Apple may concentrate on transforming the user experience (UX). According to the tech outlet 9to5Mac, Apple's foldable iPhone is anticipated to differentiate itself not just as a high-spec smartphone but through its screen usability and interface.
The key will be how the expanded screen is utilized. The foldable iPhone is expected to offer the largest display of any iPhone to date when opened, aiming to enhance video viewing, gaming, web browsing, document editing, and email checking to a tablet-like level. If multitasking and split-screen features are improved, the way iPhones are used could change significantly, allowing users to check emails on one screen while drafting documents or browsing the web on another—capabilities that were previously challenging on standard iPhones.
The roles of the device when folded and unfolded will also be clearly defined. The external screen will handle everyday tasks like checking messages and notifications, while the internal large screen will focus on content consumption and multitasking. With a larger keyboard input area, typing accuracy is also expected to improve. Observers suggest that Apple's unique selling point will be the 'new iPhone experience through a larger screen' rather than enhancements in camera or processor performance.
There are also expectations that Apple will alter its product launch strategy. It is likely to unveil premium products, including the iPhone 18 Pro, Pro Max, and foldable iPhone in the second half of this year, while the standard iPhone 18 and iPhone 18e, along with the next-generation iPhone Air, may be released around March next year. This strategy appears aimed at stabilizing the supply of the initially limited foldable iPhone while maximizing profitability through a focus on premium products.
An industry insider noted, "While Samsung has succeeded in enhancing the completeness of foldable phones and expanding the market to the 10 to 30 age group, the key for Apple will be how much it can attract replacement demand from existing iPhone users with its first foldable iPhone. The premium smartphone market in the second half of this year will see a direct competition between Samsung's focus on 'completeness' and Apple's emphasis on 'new user experience.'"
* This article has been translated by AI.
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