Samsung leads foldable market while Apple iPhone Ultra launch stalls

Samsung remains the dominant player in the global foldable‑smartphone segment, projected to hold about a 32 % share of shipments in 2026 after a 21 % year‑on‑year increase in deliveries, according to Counterpoint Research. The company’s newest devices – the Galaxy Z Fold 8, Fold 8 Ultra and Flip 8 – feature a wider, book‑type display that aims to improve multitasking and productivity.

Analysts expect Apple’s first foldable phone, tentatively called iPhone Ultra, to enter the market later in 2026 and potentially capture around 25 % of the segment, with Huawei and others dividing the remainder. However, production at Foxconn is encountering final‑stage challenges, particularly with the durability of the folding hinge and the display. Reports indicate these issues could push the commercial launch from the planned September announcement to October, November, or even later, despite Apple’s intention to unveil the device alongside the iPhone 18 Pro series.

Liz Lee, Associate Director at Counterpoint Research, said, “2026 will mark a new phase for the foldable smartphone market. Apple’s entry is expected to lift overall consumer awareness and raise the benchmark for premium foldables, but Samsung still has a clear advantage in product maturity and channel reach.” The combined dynamics of Samsung’s market leadership and Apple’s delayed entry shape the rapidly growing premium foldable segment, which is expanding faster than the broader smartphone market.