At a Glance
- Foldable phones are already a multi-million-dollar market, yet Apple has yet to launch one.
- Android makers like Samsung, Google, and Motorola have multiple generations of foldables.
- Apple sold 26.5 million iPhone 14 Pro Max units in 2023’s first half.
- Why it matters: Apple’s late entry could cost it customers who are already entrenched in foldable ecosystems.
Apple has long dominated the premium smartphone market, but a new wave of foldable devices is reshaping the premium segment. Android makers such as Samsung, Google, Motorola, OnePlus, Xiaomi and Honor have already released multiple generations of foldables, and Apple’s flagship iPhone 17 Pro is missing the long-rumored iPhone Flip. The risk is clear: Apple may lose potential customers to rivals and allow a brand like Samsung to become the go-to name for foldables.
Foldable Frenzy
Foldable phones now occupy a premium price point similar to Apple’s flagship line. Samsung is in the seventh generation of its Flip and Fold series, and Motorola’s Razr foldable has seen 20 % of its buyers switch from Apple. In South Korea, Samsung’s home market, “foldables are everywhere,” said Lisa Eadicicco during a visit to Seoul. The market is expanding fast; analysts at CounterPoint Research estimated that around 20 million foldables were sold worldwide in 2023.
- Samsung’s preorders for its latest foldable hit record numbers.
- Google’s Pixel Fold 2 and OnePlus Open have been released but are seen as incremental.
- Motorola’s Razr has attracted a segment of former Apple users.
| Brand | Foldable Generation | Notable Sales |
|---|---|---|
| Samsung | 7th | Record preorders |
| Motorola | 2nd | 20 % shift from Apple |
| 2nd | Modest sales |
Market Numbers
Apple’s iPhone sales remain strong. In the first half of 2023, Apple sold 26.5 million iPhone 14 Pro Max units. Foldable sales, however, were flat in 2024 and 2025. While Apple’s sales are robust, the foldable market’s growth suggests a shift that Apple has yet to capture.
- 20 % of Razr customers came from Apple.
- Foldable sales plateaued in 2024 and 2025.
- Samsung’s preorder record indicates strong demand.
Apple’s Position
Apple has historically waited to launch a product until it can deliver a differentiated experience. The company has never invented the smartphone, tablet, smartwatch or computer, but it has taken existing technologies and refined them into highly sought-after products. Apple’s close relationships with developers and its own development team give it an edge in creating a foldable that could be more than a simple “iPhone that folds.”
James Martin said, “Apple works closely with its third-party software developers, and that input would help a folding iPhone become genuinely useful.” Scott Stein added, “I expect an eventual Apple foldable to offer innovations that make it more than just an iPhone that folds in half.”
Developer Challenges
Foldables are not just a hardware novelty; they require software adaptation. Android developers face fragmentation because foldables come in multiple form factors, making it difficult to support a wide range of screen sizes. Apple’s developer ecosystem, by contrast, has proven capable of unifying a diverse range of devices under a single operating system.
- Android foldables rely on standard Android with minor UI tweaks.
- Developers are hesitant due to low user numbers and fragmentation.
- Apple could streamline the experience, as it did with the iPad.
Looking Ahead
Apple’s next flagship, the iPhone 15 Pro Max, is praised for its performance, but the question remains: what if it could bend? The company’s reputation for product revolutions suggests that a foldable could be a significant next step. However, the early adopters of foldables are likely to remain in the Android ecosystem, making it harder for Apple to attract them later.
Key takeaways:
- Foldables are a growing premium segment that Apple has not entered.
- Android competitors have multiple generations and strong sales.
- Apple’s developer relationships could give it a competitive edge.
- The market’s growth may pressure Apple to launch a foldable sooner.
Apple’s future will depend on whether it can bring a foldable that offers a compelling new experience and whether it can convince early adopters to switch from Android to iOS.
Key Takeaways
- Apple dominates premium phones but lags in foldables.
- Samsung, Google, Motorola, OnePlus, Xiaomi, Honor are already in the foldable space.
- 20 % of Motorola Razr buyers were former Apple users.
- Apple’s close developer ties could help it launch a differentiated foldable.
- The foldable market is flat in 2024/2025 but still growing overall.
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Sources
- News Of Los Angeles reports
- CounterPoint Research
- Lisa Eadicicco (Seoul visit)
- James Martin
- Scott Stein
