Samsung targets foldable market leadership amid Apple's entry

Samsung is intensifying its efforts to dominate the foldable smartphone market as Apple enters the segment. The company recently launched its Galaxy Z Fold8 and Z Flip8 series, reporting that the rate of iOS users switching to the new Galaxy Z Fold8 is 1.6 times higher than the previous generation.

In the United States, 30% of Galaxy Z Flip8 buyers transitioned from competing brands. To facilitate this migration, Samsung has upgraded its Smart Switch feature, allowing iPhone users to transfer data wirelessly via a QR code without requiring a dedicated app installation on the iOS device.

To celebrate eight generations of foldable technology, Samsung has launched a global digital advertising campaign titled ‘Welcome to Foldables’. The campaign features large-scale displays in major international hubs, including Times Square in New York, Piccadilly Circus in London, and Shibuya Station in Tokyo.

While Samsung is projected to lead the global foldable market with a 32% share this year, competition is increasing. Apple is expected to capture a 25% market share following its recent foldable iPhone unveiling, while Huawei remains a significant competitor in China.