Post by : Rohit Dhiman

Samsung is preparing for a stronger battle in the global smartphone industry after Apple entered the premium foldable segment with its new Duo folding iPhone. The move puts two of the world's biggest smartphone brands directly against each other in a market that Samsung has spent years developing. Apple has introduced its first foldable iPhone at a starting price of $1,999, positioning the device in the same premium territory as Samsung's latest Galaxy Z Fold series. The launch is expected to increase consumer interest in foldable smartphones while putting additional pressure on Samsung to maintain its leadership. Samsung has responded with an aggressive publicity campaign across major international cities, highlighting the company's experience, engineering capabilities and long-standing presence in the foldable category.

Samsung Highlights Its Foldable Experience

Samsung entered the mass-market foldable smartphone business in 2019. The company's early products faced technical problems, including reports of damaged screens and display-related issues, which forced Samsung to delay its initial rollout. Since then, the company has continued improving its foldable technology through multiple generations of devices. Its latest Samsung Galaxy Z Fold 8 features a thinner and lighter design and is priced at $1,899. Samsung is now using its experience as one of its main advantages against Apple. Advertising campaigns in Seoul, Tokyo and London have promoted the company's progress in making foldable devices thinner and lighter. The Korean technology giant has also highlighted its long-term investment in foldable hardware and manufacturing capabilities.

Apple Enters Samsung’s Territory

Apple's entry could significantly change the competitive environment. The company has traditionally waited until emerging smartphone technologies become more mature before entering new categories. The $1,999 price of Apple's device is particularly significant because it places the Apple foldable iPhone only slightly above Samsung's latest premium foldable model. Market analysts believe Apple's enormous global customer base could help expand the overall foldable smartphone market. Consumers who have previously avoided foldable phones because of concerns about durability, design or software may now be more willing to consider the category. Counterpoint expects Apple to secure a substantial share of the foldable market during its first year, while Samsung is expected to remain the leading individual manufacturer.

Samsung Takes Aim at Apple on Social Media

Samsung has also responded to Apple's launch with a series of sarcastic posts on X. The company's social media messaging appeared designed to suggest that Apple was entering a category Samsung had already spent years developing. Some posts mocked what Samsung described as limited innovation in Apple's new device. Apple, meanwhile, has criticised the design of existing foldable smartphones. Apple's new CEO John Ternus previously described conventional foldables as devices that can feel like two phones attached together. The contrasting messages underline how seriously both companies now view the premium foldable market.

Samsung Display Could Also Benefit

Apple's entry into the category creates an interesting situation because the company is also relying on parts of the supply chain developed by Samsung. Samsung Display, a unit of Samsung, is involved in producing foldable screens. This means Samsung could potentially benefit from the broader growth of foldable smartphones even while its smartphone division competes directly with Apple. The situation demonstrates how deeply Samsung is positioned across the foldable technology ecosystem.

Why Apple’s Entry Matters for the Market

Why is Apple entering the foldable phone market?
Apple appears to be entering the segment as foldable technology has become more mature, thinner and more commercially viable. Its huge installed base of iPhone users could provide an immediate audience for the new product category.

Will Apple challenge Samsung in foldable phones?
Yes. Analysts expect Apple to put meaningful pressure on Samsung, particularly in the premium segment. However, Samsung still has years of experience, manufacturing scale and an established worldwide distribution network.

Who currently leads the foldable smartphone market?
Samsung remains one of the strongest players in the global foldable phone market, having launched several generations of devices since 2019.

Seoul, South Korea

The latest Samsung campaign is being promoted from Seoul and other major global cities, including Tokyo and London. South Korea remains central to Samsung's smartphone and display operations, making Seoul an important location in the developing competition between Samsung and Apple. The upcoming battle is therefore not simply about two new smartphones. It represents a wider contest over who can define the next stage of premium mobile technology as foldable devices move closer to the mainstream.

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The Next Phase of the Foldable Phone Race

Samsung has the advantage of experience, established products and a mature foldable supply chain. Apple brings a powerful brand, a huge customer ecosystem and significant influence over consumer trends. The arrival of the Apple foldable phone could ultimately benefit the entire category by bringing more attention to foldable devices. For Samsung, however, the challenge is clear: maintaining its leadership will require continued improvements in design, durability, software, battery life and overall user experience. The competition between the two companies could make foldable smartphones one of the most closely watched areas of the global technology market.

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