Does Apple’s delayed entry into Foldables signal strategic caution or a missed opportunity?

Apple’s plan to launch a premium-priced foldable iPhone in 2026, as reported by analyst Ming-Chi Kuo on June 19, 2025, marks its entry into a market pioneered by Samsung and Huawei nearly a decade earlier.

Samsung’s Galaxy Z Fold series, launched in 2019, and Huawei’s Mate X, introduced the same year, have established a strong foothold, with global foldable shipments reaching 15.9 million units in 2024, per IDC data. Apple’s delay, while competitors refined foldable technology, raises concerns about its ability to capture market share.

Apple’s reliance on Samsung to produce eight million foldable panels for the new iPhone underscores the challenge. Samsung’s expertise in OLED displays gives it a competitive edge, potentially limiting Apple’s control over production quality and costs.

With foldable smartphones projected to grow at a 27.1% CAGR through 2028, according to Counterpoint Research, Apple’s late entry must deliver a standout product to disrupt the market.

Will Apple’s Premium Pricing Strategy Backfire?

The foldable iPhone, expected to carry a price tag exceeding $2,000, targets Apple’s premium customer base but risks alienating price-sensitive markets like China, where Huawei’s foldables dominate.

Apple’s iPhone revenue, which peaked at $205 billion in 2022 and fell to $201 billion in fiscal 2024, faces pressure from declining sales in Asia. Reports from Bloomberg indicate Apple’s market share in China dropped to 15.7% in Q1 2025, trailing Huawei’s 17.1%.

Apple’s cautious approach, waiting until foldable technology matures, may ensure a polished product but could cede ground to competitors offering more affordable options. Samsung’s Galaxy Z Flip 6, priced at $999, and Huawei’s Mate X5, starting at $1,400, appeal to a broader audience. If Apple’s high pricing deters upgrades, its foldable debut may struggle to reinvigorate its smartphone business, which accounts for over 50% of its revenue.

Did you know?
In 2011, Apple patented a foldable electronic device concept, indicating early interest in flexible displays. This long gestation period underscores Apple’s meticulous approach to product development, waiting 15 years to bring a foldable iPhone to market.

Is Apple’s Innovation Lag Costing Market Leadership?

Apple’s delayed foldable entry fuels debate about its innovation pace. While the company revolutionized smartphones with the iPhone in 2007, critics argue it has lagged in adopting emerging technologies like foldables and AI.

Unlike Samsung, which incorporated generative AI into its foldables in 2023, Apple's AI initiatives, including Apple Intelligence, have yet to yield a game-changing app for the iPhone, according to a June 2025 Reuters analysis. The foldable iPhone’s larger display could enhance AI-driven features, but Apple must deliver groundbreaking functionality to justify its premium positioning.

The company’s stock, down 21% in 2025, reflects investor concerns about its growth trajectory. With a consensus Moderate Buy rating and a $226.94 price target implying 15.44% upside, Wall Street remains cautiously optimistic. However, Apple’s history of late but successful entries, like the Apple Watch in 2015, suggests its delay may prioritize quality over speed, aiming to redefine the foldable category.

Strategic Patience Defines Apple’s Approach

Apple’s decision to enter the foldable market in 2026 reflects a pattern of strategic caution, waiting for technologies to mature before launching refined products. The foldable iPhone, rumored to feature an 8-inch display and advanced hinge design, aims to address durability issues plaguing early foldables, as reported by The Verge in June 2025. Apple’s focus on premium materials and ecosystem integration, such as seamless compatibility with iOS and macOS, could differentiate it from competitors.

This approach mirrors Apple’s entry into VR with the Vision Pro in 2023, which prioritized quality despite launching after Meta’s Quest. By leveraging its brand loyalty and 1.2 billion active iPhone users, Apple could drive foldable adoption among its base, potentially offsetting its late start. However, the risk of missing early adopters remains, as competitors continue to innovate.

ALSO READ | Apple Unveils iOS 26, macOS 26 in Bold Rebrand and Software Overhaul

Rivals’ Head Start Challenges Apple’s Ambitions

Samsung and Huawei’s established foldable ecosystems pose a formidable barrier. Samsung shipped 9.6 million foldable units in 2024, holding a 60% market share, while Huawei captured 27%, per IDC. Their iterative improvements in hinge durability, battery life, and software optimization give them an edge. Apple’s foldable iPhone must overcome consumer skepticism about foldable reliability, as 30% of surveyed users cited durability concerns in a 2025 Statista report.

Apple’s delay may also strain its supply chain, with Samsung’s display division potentially prioritizing its devices. If production issues arise, as hinted by Kuo’s note that plans are “not locked in,” Apple’s launch could face delays, further eroding its competitive position. Delivering a transformative device that justifies both its price and its timing is crucial for Apple.

What Lies Ahead for Apple’s Foldable iPhone?

Apple’s 2026 foldable iPhone launch, delayed by years compared to Samsung and Huawei, reflects a strategic bet on quality over speed. By leveraging its brand, ecosystem, and premium positioning, Apple aims to redefine the foldable market but faces challenges from competitors’ dominance, high pricing risks, and supply chain uncertainties. With iPhone sales stagnating and investor confidence wavering, the foldable’s success hinges on delivering unmatched innovation.