Samsung faces pressure as Apple nears foldable phone market entry

Samsung is facing intensifying competitive pressure in the foldable smartphone market as it prepares for its Galaxy Unpacked event in London. While Samsung has led the foldable category since 2019, its market dominance is being challenged by rivals like Motorola, which holds a 44% market share in North America according to Counterpoint Research data.

Industry reports suggest Apple may enter the foldable market with a book-style device, potentially capturing up to 28% of the market by the end of 2026. This potential entry, alongside competition from Google, Honor, and Huawei, creates a challenging landscape for Samsung. Additionally, Samsung faces supply chain hurdles, specifically a shortage of RAM that may force price increases on its new foldable models.