Apple is betting that its first foldable iPhone can achieve the kind of mainstream success that the original iPhone brought to touchscreen smartphones when it was launched in 2007.
The new Apple Duo represents one of the biggest design changes to the company’s flagship product, which generates around half of Apple’s revenue. The company is entering a foldable market that has attracted major investment from Samsung and Chinese manufacturers including Huawei, but remains a relatively small part of the global smartphone industry.
Foldable phones have gained attention because of their larger screens, but adoption has remained limited. Consumers have faced trade-offs including weaker cameras, shorter battery life and visible creases where flexible displays fold.
Apple’s entry comes as the technology has improved. Analysts expect the company to benefit from advances in manufacturing and component supply that have made modern foldable devices more durable and reduced the visibility of screen creases.
Samsung’s latest Fold 8, for example, has a significantly less noticeable crease following years of development and investment in foldable display technology.
Foldable phones first reached consumers in 2018, when Chinese display manufacturer Royole launched the FlexPai. The 7.8-inch device featured an outward-folding display but received poor reviews for its software and hinge design.
Samsung followed in 2019 with the Galaxy Fold, priced at around $2,000. Early review units suffered serious screen problems, forcing Samsung to delay the launch and recall devices in a setback that became known as “foldgate”.
The period also saw manufacturers experiment with different designs. Motorola revived its Razr brand with a clamshell phone, while Huawei launched the Mate X with an outward-folding screen. Microsoft took a different approach with the Surface Duo, using two separate displays connected by a hinge.
Google entered the market in 2023 with the $1,799 Pixel Fold. The industry then moved towards more complex designs, with Huawei launching a tri-fold smartphone in 2024 and Samsung introducing its own multi-folding device in 2025.
Samsung currently holds about 40% of the global foldable smartphone market, followed by Huawei with around 30%, according to Counterpoint.
Apple is expected to use a wider, passport-style design, which analysts say could appeal to consumers focused on video and media. Wider proportions can also reduce the black bars that appear around content on taller displays.
Analysts expect Apple’s arrival to increase competition and accelerate growth in the category. IDC estimates foldable smartphone shipments will rise by almost 30% this year, while shipments of conventional smartphones are forecast to decline by nearly 1.4%.
“Apple’s entry will surely increase competition at the premium end,” said Tarun Pathak, research director at Counterpoint. He added that foldables remain a small part of the overall smartphone market, leaving significant scope for future growth.
