As the foldable smartphone market continues to gain momentum, Samsung—the pioneer of foldable devices since 2019—is gearing up to face new competition from Apple, rumored to launch its own foldable iPhone next year. Samsung’s President and MX COO, Choi Won-Joon, recently shared the company’s perspective on this emerging rivalry in an interview with Bloomberg’s Shery Ahn, expressing strong confidence in Samsung’s accumulated expertise and market position.
Choi emphasized Samsung’s focus on delivering excellent user experiences rather than dwelling on competitors, highlighting that healthy competition sparks innovation, which ultimately benefits consumers. He proudly pointed out Samsung’s role in creating the foldable segment more than six years ago with the original Galaxy Fold, setting industry standards that others now follow.
Regarding Apple’s anticipated entry with a foldable iPhone, Choi acknowledged the development positively, stressing that Samsung’s years of technological know-how across seven generations of foldables provide it with an edge to maintain its leadership in the segment. This deep experience, combined with Samsung’s continuous improvements to design, durability, and foldable display technology, positions it well to counter Apple’s move.
Interestingly, Samsung is expected to supply foldable display panels for the upcoming Apple foldable iPhone, ensuring the South Korean giant benefits financially regardless of direct competition. This supply relationship adds a unique dimension to the rivalry, as Samsung supports both its own Galaxy Z Fold 7 and Z Flip 7 devices and potentially Apple’s entry into the foldable category.
Currently, Samsung’s main foldable competitors remain Chinese brands like Oppo, Honor, and Huawei, whose devices often lack wide international availability compared to the Galaxy Z series. Samsung’s products are widely available and enjoy strong customer loyalty, further consolidating its market share.
Apple’s foldable iPhone is rumored to feature a book-style fold similar to Samsung’s Z Fold models, with a 7.8-inch internal display and a 5.5-inch external screen. One of the most talked-about potential breakthroughs is Apple’s possible elimination of the visible crease on the foldable display—an issue that has affected many foldable phones. If successful, this would represent a significant improvement in user experience and could prompt Samsung to innovate similarly, especially given its role in producing Apple’s foldable panels.
Samsung’s latest Galaxy Z Fold 7 boasts an 8-inch foldable screen internally and a 6.5-inch external display, making it larger in screen size than Apple’s rumored foldable iPhone. Nonetheless, Apple’s design surprises and software integration could shake up the foldable market further.
For foldable phone enthusiasts, the competition between Samsung and Apple promises rapid innovation and more choices in the coming year. Samsung’s confidence, built on its pioneering experience and continuous advancement, sets the stage for an exciting battle as Apple joins the foldable arena in late 2026.
Consumers awaiting the disappearance of the fold crease—a critical pain point for many—should watch closely, as Apple’s rumored breakthrough could accelerate improvements across the industry, benefiting all foldable phone users.