Huawei vs Samsung, Apple Ready to Join: Foldable Phones Enter the “Software-Defined Hardware” Era

The foldable smartphone market is approaching a new turning point. Recently, Samsung released an ad for the Galaxy Z Fold7 mocking the iPhone’s inability to stand upright on a desk, while showcasing its own foldable device’s multi-tasking capabilities. Apple has no direct response for now, but everything is expected to change in 2026. Multiple reports indicate that Apple will launch its first foldable iPhone that year, which could reshape the industry landscape.

Market Recovery: Foldables Back on the Growth Track

After an initial boom and slowdown, foldables are now regaining momentum. IDC forecasts global shipments to reach 19.83 million units in 2025, a 6.0% increase year-on-year, and nearly 27.29 million units by 2029, with a 5-year CAGR of 7.8%.
Although the growth is not as explosive as before, foldables remain the fastest route for brands to enter the premium market and secure higher margins compared to the overall stagnant smartphone market.

China is leading this wave. Since 2023, it has become the world’s largest foldable market. In the first half of 2025, shipments reached 4.98 million units, up 12.6% year-on-year, accounting for nearly half of the global market. IDC projects that China’s share will stabilize above 40% over the next five years.

Consumers particularly favor large fold models, with an average price above 7,000 RMB (≈$960). The second-hand market is also booming, with foldable phone resale transactions surging 73% from January to August 2025.

Huawei vs Samsung: The Battle for Triple-Fold Dominance

Currently, Huawei and Samsung dominate the foldable sector. Together, they accounted for 58% of the global market in 2024—Samsung with 34% thanks to overseas markets, and Huawei with 24%, largely from domestic sales. Without restrictions abroad, Huawei’s share could be even higher.

Huawei has emerged as a leader in innovation with its Mate X series and triple-fold devices. In the first half of 2025, its shipments in China hit 3.74 million units, capturing 75% of the local market. It also became the first Chinese brand to surpass 10 million cumulative foldable shipments.

Samsung is not far behind. While Huawei explores bold new form factors like triple-fold designs, Samsung continues pushing lighter and thinner models. Rumors suggest Samsung will release its first triple-fold this year, setting up a direct clash with Huawei.

Apple’s Entry in 2026: A Major Inflection Point

Apple, the industry’s trendsetter, is preparing to join the foldable race in 2026 with the iPhone Fold. Initial launches are expected in North America, China, Japan, and Western Europe, before expanding globally in 2027-2028.

Reports indicate Apple’s device will feature an in-cell touch layer to reduce screen creases, alongside its self-developed C2 modem, eSIM technology, Touch ID, and four cameras. Despite a potential price tag of over $1,500, Apple’s loyal premium users are expected to drive massive adoption.

With Apple shipping over 100 million high-end iPhones annually, its entry could instantly add 10 million+ foldable shipments and accelerate the supply chain. However, analysts warn the first generation may focus more on technology exploration and brand positioning than mass-market dominance.

From Hardware to Software: The Real Competition Begins

While foldable devices have improved significantly in hinge, display, and weight reduction, software ecosystems remain underdeveloped. Poor app optimization and fragmented multi-tasking experiences are still major user pain points.

This is where Apple could shine. Insiders suggest the company will showcase foldable-optimized iOS updates at WWDC 2026, unlocking new experiences.

In the future, as hardware innovation plateaus, software-defined hardware will determine market winners. The next phase of the foldable race will be fought not only on hinge durability or device thickness, but on software integration and ecosystem value.