Katarzyna Petru
Rumours are becoming increasingly concrete – the first foldable iPhone may debut in the autumn of 2026. And while many will say that Apple is once again "late to the party", it seems that the timing couldn't be better.
Seven years after Samsung, but at the perfect time
Samsung showcased its first Galaxy Fold back in 2019. Since then, the market has come a long way – from uncertain, fragile designs to truly refined devices like the Z Fold7 and Motorola Razr+. Apple is entering the game only seven years later, but this time it's not a delay – it's a strategic entry into a mature market that is just gaining momentum.
According to the latest report from Counterpoint Research, the market for foldable smartphones in the USA is expected to grow by as much as 68% year on year by 2025. After years of experimentation, consumers are finally beginning to see foldables as a fully-fledged premium segment, rather than just a novelty for geeks.
Foldables from ‘novelties’ are becoming a ‘must-have’
Liz Lee from Counterpoint Research summarised it aptly:
“The market for foldable smartphones in the USA is evolving from a curiosity to a necessity. Samsung still leads thanks to its maturity and ecosystem, but Motorola and Google are changing the balance of power. Apple’s entry in 2026 will not only expand the market but also strengthen foldables as a main premium format.”
This is the moment Apple has been waiting for.
Displays are better, hinges are more durable, and the software is ready for a new type of interaction. Now that competitors have blazed the trail and fixed the mistakes of the first generations, Apple can enter with a product that simply works – and works ‘the Apple way’.
iPhone Fold – a new chapter in the history of the iPhone
Rumours suggest that the model may bear the name iPhone Fold or even iPhone Ultra, and will be a full member of the flagship iPhone family, just like the new iPhone Air debuted this year. We still do not know whether Apple will adopt a "book" form like the Fold or a "clamshell" like the Razr – but if the company is to enter this segment, it will only do so when the technology and UX are truly ready.
Better late than bad
After years of trial and error, the market has finally matured.
Samsung boasts that only the seventh generation of the Fold offers “an experience you won’t find anywhere else.” And that says it all – Apple enters the scene just when foldable phones are finally truly good.
